by Tom Kelly

New Gloucester, ME.-  One of the most popular global events in the Olympic Winter Games in Beijing next month will be biathlon. As a part of a continuing push to drive awareness of its sport in America, U.S. Biathlon has announced a multi-tier partnership consulting agreement with The Diff. U.S. Biathlon is looking at the partnership as a means to enhance the engagement of commercial partners with the sport which has long dominated winter broadcast ratings in Europe. 


The Diff is a sports and entertainment consulting company dedicated to delivering innovative partnership solutions to Olympic sports clients like U.S. Biathlon. It is headed by longtime sports marketing leader Neil Fortier, who has 20 years experience and most recently was a senior leader with the Cleveland Cavaliers. The agency has a growing portfolio of Olympic sports organizations.


“As a part of our 2030 growth strategy we are committed to extending our domestic marketing efforts,” said U.S Biathlon President and CEO Max Cobb, the sport’s longtime chief and a respected leader among U.S. sport governing bodies. “What we saw in Neil and The Diff was an agency that could bring big-league thinking and innovation to our Olympic sport.”


U.S. Biathlon has seen growing success in recent years with athletes like Lowell Bailey, Tim Burke and Susan Dunklee winning World Championship medals, which has led to notable growth in local biathlon programs and increased corporate partner interest. Among U.S. Biathlon’s key partners are Ariens Company, a U.S.-based global lawn-care and snow removal equipment manufacturer, Maloja, a Germany-based lifestyle outdoor clothing company, and Auto Eder, transportation sponsor.


“We chose to add U.S. Biathlon to our lineup at The Diff based on the growing popularity of the sport in America, its global reach and the strong, engaging leadership we saw from Max and his team,” said Fortier. “U.S. Biathlon is highly respected within the Olympic sports world and can bring tremendous value to partnering organizations.”


U.S. Biathlon and The Diff are looking to not only fortify the brand in America, but also looking at taking advantage of its brand value internationally. The U.S. Biathlon Team brand has a strong cache in Europe, with its athletes representing a much sought-after lifestyle connection with America for global brands.


U.S. Biathlon will be sending eight athletes to Beijing for the Olympic Winter Games. Immediately after the Games, America will play host to the International Biathlon Union’s World Youth and Junior Championships at the 2002 Olympic biathlon venue at Soldier Hollow in Utah.


About U.S. Biathlon

US Biathlon is an Olympic sports organization that fosters the growth of the biathlon community in the U.S., developing athletes with integrity and achieving international and Olympic success. US


Biathlon's vision is to stand atop the international biathlon stage and be a leading organization for supporting athletes and clubs, prioritizing athlete well-being, and acting with integrity. You can learn more about the sport at


For an exhilarating 60-second look into the fast-paced sport of biathlon, watch the Heartbeat video that encapsulates the intense drama of the sport. You can also follow the insider story of the sport with U.S. Biathlon’s Heartbeat podcast.


About the Diff

The Diff is a leading sports and entertainment agency dedicated to delivering innovative solutions that meet our clients’ needs. We guide clients through the exciting world of sport and entertainment. We believe in creativity. We excel in partners. For more information, please visit


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