The green Land Rover logo will soon be sliding downhill fast — not on vehicles, but on skis, snowboards and uniforms.
As part of a marketing push to raise U.S. awareness and sales, Land Rover has signed a three-year sponsorship with the U.S. governing body for Olympic ski and snowboard sports.
Combined with its sponsorship of U.S. Equestrian Federation events held in the spring and summer, Land Rover's ski and snowboard deal will make the brand more visible at sporting events year-round, said Kim McCullough, marketing vice president at Jaguar Land Rover North America.
The new arrangement also offers Land Rover a chance to connect with potential customers, an opportunity it discovered during the company's 2017 sponsorship of an America's Cup yacht team.
"One of the benefits of this organization is that they have a great database that we will be able to market directly to," McCullough told Automotive News, referring to the U.S. Olympics program.
"That universe is a large group who buys luxury products every year. Doing more of that direct marketing to the organization is an area that will really produce good benefits for us."