Michael Jaquet, a senior executive with CBS Sports network and lifelong ski marketing visionary, has been named chief marketing officer for the U.S. Ski and Snowboard Association (USSA). The appointment puts Jaquet over sponsorship, licensing, suppliers and media sales and marketing efforts for the Olympic sports organization and its U.S. Ski Team, U.S. Freeskiing and U.S. Snowboarding brands.
Jaquet comes to the USSA from CBS Sports Network, where he was vice president, television and properties sales, overseeing the network’s sales department. He grew up as a cross country ski racer and alpine skier in Sun Valley. He spent nearly a decade in the sport as a pioneer in the early days of freeskiing, founding Freeze Magazine and later the U.S. Freeskiing Open.
“The success of our organization has been based on individuals who bring a personal engagement and passion for what we do to support athletes,” said USSA President and CEO Bill Marolt. “Michael brings a lifetime of passion as an athlete and an unquestioned track record of working across all aspects of sales, marketing and media management at a national level.”
Sales and marketing support has been critical to continued athletic success. USSA athletes led all nations in skiing and snowboarding winning 21 Olympic medals in Vancouver. Its athletes are coming off another highly successful season with a dozen season-long titles, plus rapid growth in new Olympic sports such as those under the organization’s new U.S. Freeskiing program. The USSA manages sports programs that account for 50 percent of the Olympic Winter Games program.
“I’ve always been passionate about winter sports and appreciate the opportunity to return to the industry and join the USSA,” said Jaquet. “The USSA is an innovative sports organization and I look forward to further building the brand and growing the various sales and marketing initiatives.”
Jaquet graduated from the University of Colorado where he skied on CU’s cross country team. He began his career as a freelance producer in Los Angeles, before founding Freeze Magazine that later merged with TransWorld Media. He then moved to New York City, transitioning to television sales and eventually leading the sales group at CBS Sports Network, where he also played a pivotal role in the acquisition of programming, including a multi-network deal with the Professional Bull Riders Tour (PBR).
Jaquet and his family are moving to Park City where he will begin his new role at the USSA’s Center of Excellence in May.