USA Luge “Adopt-An-Athlete” Program

What is it?

The USA Luge “Adopt-An-Athlete” Program allows companies, their individual offices, divisions or shops, to directly “adopt” a U.S. National Luge Team athlete. The adoption provides employees with a direct and personal connection to USA Luge and the Olympic movement, while providing the athlete with much needed individual financial support.

How does it work?

The company (or division), working with USA Luge, selects an athlete to be “adopted”. That athlete then makes a set number of appearances per year (typically one or two) to that group. The athlete also stays in regular contact with the group, providing updates on their individual progress.  Athletes will write post cards, send e-mail and make telephone calls on a regular basis to their “adoptees”. Periodic correspondence gives the group its own private and personal connection to USA Luge.

What does it cost?

A minimum annual contribution of $1,000 per year is paid to the athlete through USA Luge (to protect the athletes’ Olympic eligibility).  The fee varies based on the individual status of the athlete selected and level of involvement the company seeks. The company is responsible for the athlete’s transportation, room and boarding expenses during the stay. Athletes to choose from include juniors or seniors, National Champions, or Olympic athletes.  Interestingly, many of the most successful “adoptions” have involved kids striving to make their first Olympic Team.

How have companies/individuals taken advantage of the program in the past?

This has been one of USA Luge’s most successful sponsorship programs.  The employees of the companies sincerely enjoy the opportunity to personally meet and get to know, on an ongoing basis, an athlete representing their country in international competition.  In the past, groups have brought athletes out to company picnics, held lunches with their employees in cafeterias, and toured the athletes through their shops while others post the results of their athletes for all their employees to share. Some have chosen to mount a plaque or photo in the company’s lobby (or other highly visible area) commemorating the adoption. One company printed autograph cards with their company’s logo for the athletes to sign. Athletes can distribute these cards to employees or to the throngs of autograph seekers encountered during international competition. Another company would record telephone messages left by its adopted athlete and broadcast the message to its employees on the factory floor. Companies have set up activities such as children’s hospital visits or elementary school appearances and attracted local media coverage for presenting the visit.

How does a company or group get involved?

It is quite simple to get involved in the “Adopt-An-Athlete” program.  USA Luge Marketing Director, Gordy Sheer and Dmitry Feld oversee this program on behalf of USA Luge.  They will work with you to select an athlete/s, create a program which best suits your company’s needs, and then to coordinate the athletes’ appearances. Once a program is created, you will receive an invoice with payment instructions from the United States Luge Association. Gordy can be reached at (518) 523 2071 ext.102 and Dmitry at extension 104. You may also reach them e-mail at gordy@usaluge.org or Dmitry@usaluge.org.