February 18, 2011 USA Ski Jumping (USASJ) and Lagunitas Brewing Co. have announced that the California-based brewery will become the official malt beverage of USA Ski Jumping, beginning immediately and continuing through the 2014 Olympic Winter Games in Sochi, Russia. The four-year, six figure agreement gives Lagunitas the rights to domestic event presence, co-branded apparel and product, and use of the USASJ logo in digital and social media outlets.
Lagunitas, a Sonoma County, CA brewery, is looking to expand into European markets in 2012 and will reach new territories with USASJ leveraging the widespread international popularity of ski jumping. In addition to event presence, Lagunitas will craft a limited supply of a USASJ licensed ale with a percentage of product sales going back to the organization to support the quest for top international results.
“Lagunitas understands that they are much more than a sponsor. They’re a partner in helping grow the ski jumping sport out of the margins and onto the front page,” said USASJ Executive Director Jeff Hastings. “We are thrilled to have them. They have a broad and growing market and a very loyal customer base we hope to engage.”
Lagunitas has always supported music festivals and other regional events; this will be Lagunitas’ first major sportssponsorship. With sustained growth since its founding in 1993, Lagunitas CFO Leon Sharyon saw the partnership with USASJ as an opportunity to help both organizations grow with little risk involved.