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Crown Sports United Announces Partnership with Dragon Alliance




Crown Sports United (Crown Sports) announced a partnership agreement with Dragon Alliance for U.S. Ski and Snowboard Association events.

As part of the deal, Dragon Alliance will serve as the official eyewear partner for the USSA and will have sponsorship sales rights to several USSA events, notably the Sprint U.S. Grand Prix at Mammoth Mountain and Park City Mountain Resort and the USANA International Cross Cup at Squaw Valley.

The agreement includes integration of signage, on-site marketing space, in-event promotion, video content both on broadcast and in-event and promotion on USSA social media channels.

“We are pleased to partner with two market leaders and provide them exceptional and innovative sponsorship opportunities under Crown Sports,” said Kings Chief Revenue Officer Jeff David. “We believe this relationship will create significant opportunities to expand the reach of both brands regionally and nationwide.”

Dragon Alliance, a subsidiary of Kings’ partner VSP Global, develops diversified eyewear primarily in surfing and snow sports. As the industry leader in snow optics advancement, Dragon is rooted in innovation, technical design and producing a product that meets the supreme performance standards of world class athletes, while remaining connected to core retailers and consumers.

“With revolutionary technology like the first fully frameless snow goggle and our new Swiftlock Lens Change System, we constantly strive to enhance the experience of being in the mountains,” said Will Howard, Founder and CEO of Dragon Alliance. “We are excited to leverage this opportunity with Crown Sports United to engage more fully with USSA supporters and the winter recreation community.”


Held at Squaw Valley from March 4-8, the USANA International Cross Cup will host an Audi FIS Skicross World Cup and FIS Snowboard World Cup. This will be the first time the International Ski Federation has brought a World Cup event to Squaw Valley since the FIS Alpine World Cup in 1969. The event will be broadcast nationally on NBC and NBCSN.

“Crown Sports United has placed us in a prime opportunity to grow our sponsorship and marketing assets,” said USSA Chief Marketing Officer Michael Jaquet. “Their support and development of our brand has increased our ability to showcase USSA events and enhance our efforts to bring the right properties to build locally and globally.”

Under an agreement with the USSA, Crown Sports serves as a sales agent for the USSA’s major U.S. Snowboarding and U.S. Freeskiing events. The deal includes global sponsorship sales representation to market and sell property and intellectual rights within the USSA portfolio.

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