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U.S. Ski & Snowboard has officially expanded its women’s empowerment platform, transforming the organization’s HERoic initiative into Team USA HERoic presented by Lilly for the 2025–26 season. The growth of the program brings seven winter National Governing Bodies together under a united mission to celebrate, elevate and support women athletes, coaches and leaders heading into the Olympic and Paralympic Winter Games Milano Cortina 2026.
Eli Lilly and Company joins as the presenting partner, marking a major investment that will provide financial support to U.S. Ski & Snowboard and help elevate HERoic’s visibility across the broader U.S. Olympic movement. The collaboration ensures that the HERoic message will reach fans nationwide through broadcast placements, venue signage and expanded social content.
HERoic first launched in 2022 as a U.S. Ski & Snowboard initiative designed to highlight the achievements of women in skiing and snowboarding. Since then, the program has driven measurable progress. The organization increased the number of women coaches across its ten teams, hosted women-focused panels at World Cup stops, and established the Stifel HERoic Cup, a fifty thousand dollar prize awarded to the top woman alpine World Cup racer at U.S. events during the 2024–25 season.
With Team USA now embracing HERoic as an official campaign, the platform will celebrate women across multiple Olympic and Paralympic winter sports as athletes begin qualifying for Milano Cortina 2026.
“We are excited about partnering with Team USA and Lilly to expand HERoic to include more of the winter NGBs going into the Games,” said Sophie Goldschmidt, President and CEO of U.S. Ski & Snowboard. “HERoic has been an important initiative for us, and this is a further step in broadening its impact. We are looking forward to showcasing the amazing women across Olympic and Paralympic winter sports this upcoming season. We are grateful for Team USA and Lilly’s support.”
Lilly’s involvement marks a substantial commitment to advancing representation and awareness for women in sport. “Lilly is proud to support the Team USA HERoic platform that celebrates and uplifts women in sport and provides them the visibility they deserve,” said Jennifer Oleksiw, Global Chief Customer Officer and Group Vice President. “HERoic has already made a meaningful impact, and together we can help accelerate that momentum for women skiers and snowboarders as they prepare for Milano Cortina 2026.”