The Professional Ski Instructors of America (PSIA), American Association of Snowboard Instructors (AASI), and the National Ski Patrol (NSP) announce that they will receive continued support from Subaru of America, Inc. The new five-year agreement with Subaru brings the total number of years of their partnership with PSIA, AASI and NSP to sixteen, an impressive length of time in the world of sponsorships.
“The long-term success of the partnership is due to mutual commitment and significant contributions to the benefit of all partners,” says PSIA-AASI executive director, Mark Dorsey. “Were grateful to Subaru for their dedication to the relationship and look forward to it continuing long into the future.”
New support to the program includes the Subaru funded development of a new consumer-oriented, animated micro site within the PSIA, AASI and NSP web sites, called “Yür Mountain,” which will officially launch with the start of the 2006/07 snowsports season. This is an entertaining and educational “generic” mountain setting that demystifies the experience, particularly for first-timers. The tone of the site is aimed at a “tweener” audience and their parents, to help motivate them to go out and enjoy skiing and riding. Of course, everyone arrives at Yür Mountain in a Subaru Tribeca or Subaru Outback. PSIA, AASI and NSP will promote Yür Mountain to consumers this fall.
“The relationship that Subaru has fostered with the NSP, PSIA and AASI is a benchmark for marketing affiliation success unmatched to date in the automotive industry,” said Tim Mahoney, senior vice president and chief marketing officer, Subaru of America, Inc. “We are truly grateful to our partners at the NSP, PSIA and AASI for allowing us to showcase our Subaru Symmetrical All-Wheel-Drive products in an authentic and credible way.”
