USA Bobsled and Skeleton Hires an Agency to Make Sure You Know Its Athletes' Names Before the Next Olympics
The Uptown Agency graduates from a single Olympic campaign to full-time agency of record for USA Bobsled and Skeleton.
USA Bobsled and Skeleton has named The Uptown Agency, a Dallas-based communications firm, as its agency of record, handing a niche winter sport the kind of dedicated brand-building operation usually reserved for leagues with television deals. The agency will run strategic communications, media relations, brand storytelling, and digital strategy, covering everything from athlete and sponsor storytelling to social content and reputation management, through the 2029 World Championships in Park City and the 2030 Winter Games in France.
The relationship is not entirely new: Uptown previously helped USABS on its "50 States Strong" campaign during the 2026 Winter Olympics, so this is a promotion from project work to a full-time retainer rather than a cold pitch. Uptown CEO Joseph Alexander summed up the mandate bluntly: "Our job is to make sure the country knows their names long before they reach the start line."
The timing lines up with sport, not just strategy. USABS opens its 2026 Push Championships October 5 through 10 in Lake Placid, New York, giving the new agency an immediate test case for turning a four-year-cycle sport into something people think about in the other three years, too.
Source: PR Newswire
Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →
