★ The Sports Examiner: Chronicling the key competitive, economic and political forces shaping elite sport and the Olympic Movement.★
★ To get the daily Sports Examiner Recap by e-mail: sign up here! ★
≡ “UNITED SPORTS COLLECTIVE” ≡
“In the spirit of collaboration that propels athletes to achieve more together than they could alone, five leading National Governing Bodies (NGBs) – USA Fencing, US Squash, USA Cycling, US Sailing and USRowing – today announced they are collaborating commercially under the banner of the ‘United Sports Collective.’
“This historic partnership marks the first time five premier USA NGBs have formed a collaborative and strategic partnership. All five sports organizations will unify their commercial rights to create a tantalizing singular platform for brands seeking meaningful engagement with approximately 350,000 diverse families around the country, across collectively thousands of owned and sanctioned events – each deeply committed to athletic excellence and community values.
“The goal behind the ‘United Sports Collective’ is simple: to connect corporate partners directly to some of the country’s most engaged and supportive sports families.”
Tuesday’s announcement is a landmark concept for American National Governing Bodies which has been endlessly discussed for years, but now is a reality for these five federations. Four of the five are well known to U.S. Olympic fans as at fairly consistent (if small) medal producers at the Olympic and world championship levels:
● USA Cycling: Six medals (3-2-1) at Paris 2024
● USA Fencing: Four medals (2-1-1) at Paris 2024
● US Rowing: Two medals (1-0-1) at Paris 2024
● US Sailing: One medal (0-0-1) at Paris 2024
● US Squash: Medal sport in 2028
While the announcement touts 350,000 families across the U.S., membership numbers found on the federation web sites showed about 235,000 “members” as defined by each:
● USA Cycling: 60,000
● USA Fencing: 37,000
● US Rowing: 76,000
● US Sailing: 45,000
● US Squash: 17,000
Sportico.com explained, from an interview with USA Fencing chief executive Phil Andrews:
“Revenue from unified agreements will now be split between the five organizations proportionate to membership count, and the collective has picked longtime Six Flags Entertainment executive Stephanie Borges as its dealmaking point person.”
Observed: This is a fine idea and if successful, could be expanded to other sports as well. These smaller federations, headquartered in four different states, can offer access to a significant combined national audience for a fraction of the cost of a sponsorship with the U.S. Olympic & Paralympic Committee, but share in the build-up to the 2028 Los Angeles Olympic & Paralympic Games.
There are no guarantees, however. USA Swimming and USA Track & Field announced a joint marketing effort in November 2022, announcing “One & All as their agency of record to lead the organizations’ collective sponsorship sales efforts heading into the Olympic Games Paris 2024.”
Little was heard from about this partnership and One & All, whose background was in non-profit fundraising for humane societies and rescue missions, was acquired by Pennsylvania-based TrueSense Marketing in January 2023.
The new United Sport Collective has some good options for companies looking for a tight marketing integration program, with events indoors and outdoors, on land and water and for all ages, from kids up to masters. And with their manageable sizes, these sports are personal and approachable.
And there are few “normal” experiences to compare with riding a professional competition bike, be jabbed at by an Epee sword, rowing in an Eight or taking part for the first time in an Olympic-class sailing class vessel. Happily for the less adventuresome, squash is a little less intimidating (unless you’re in with one of the U.S.’s six World Championships team members!).
¶
★ Receive our exclusive, weekday TSX Recap by e-mail by clicking here.
★ Sign up a friend to receive the TSX Recap by clicking here.
★ Please consider a donation here to keep this site going.
For our updated, 895-event International Sports Calendar for 2025 and beyond, by date and by sport, click here!
