Pirelli Tire has entered into a multi-year partnership with U.S. Ski & Snowboard that will make the tiremaker an official partner of the organization through the 2028-29 season.

Pirelli says the agreement expands its sports sponsorship portfolio in North America and strengthens its presence in the United States, which the company calls one of its key global markets.

Under the agreement, Pirelli will activate the partnership through athlete-led content, digital and broadcast media and other experiences. The Pirelli brand will also appear on Stifel U.S. Alpine Ski Team uniforms and at domestic alpine World Cup events.

“The U.S. is a key market for Pirelli, and this partnership represents another important step in strengthening our relationship with consumers across the country,” said Claudio Zanardo, CEO of Pirelli North America.

“Whether it’s navigating winter roads to reach the mountains or competing at the highest level of international sport, performance, confidence and control matter. Those are the same qualities that define Pirelli’s products, making U.S. Ski & Snowboard a natural partner for our brand.”

Pirelli has served as the exclusive tire supplier to the Formula One World Championship since 2011 and also maintains sports partnerships in tennis, soccer and sailing.

“Pirelli’s reputation for performance and precision reflects exactly what our athletes demand from every piece of equipment they trust,” says Sophie Goldschmidt, president and CEO of U.S. Ski & Snowboard.

“This partnership connects us with a brand that shares our commitment to excellence, and we look forward to representing Pirelli across the world’s biggest stages.”

Pirelli says the partnership also supports its continued focus on the North American market, where the company is investing in manufacturing and premium tire product development.