Starbucks Secures Title Sponsorship for Winter House
Starbucks has officially become the title sponsor of the Winter House, a hospitality venue created by three national sports organizations. This initiative involves U.S. Figure Skating, USA Hockey, and US Speedskating, each playing a pivotal role in its establishment. The Winter House will open this week at the Aethos Hotel in Milan, serving as a gathering point for athletes, their families, sponsors, and fans.
Winter House Sponsorship Achievements
Starbucks’ involvement in the Winter House highlights its commitment to supporting U.S. athletes. The brand previously secured a partnership with U.S. Olympic and Paralympic Properties, making it one of seven founding partners, the highest tier of sponsorship available in the country.
Additional Sponsors and Their Roles
- Gold-Level Sponsors:
- Xfinity
- CDW
- Silver-Level Sponsors:
- P&G (Bounty)
- Deloitte
- Merrill Lynch
- Custom Ink
Gold-level sponsors like Xfinity and CDW are integral to the Winter House experience. Xfinity will create a space for athletes to meet with their families prior to medal ceremonies, while CDW will ensure connectivity throughout the venue, enabling effective storytelling in a dedicated content studio.
Exceptional Facilities at the Starbucks Winter House
The Starbucks Winter House will feature a branded roastery and an espresso bar offering handcrafted specialty beverages. This initiative allows sponsors to engage directly with guests and contribute to the overall athlete experience during the Games.
Focus on Corporate Support
As mentioned by Matt Farrell, CEO of U.S. Figure Skating, the corporate backing for the Winter House has been outstanding. The venue serves as a primary hospitality location for U.S. representatives in Milan amid a dispersed athlete presence across northern Italy.
Without a designated Team USA House for this event, the Winter House represents a crucial opportunity for domestic sponsors to maintain a strong presence and connection during the competition.
