Bloomberg Business of Sports

Special Edition: Winter Olympic Games Wrap Up

Date: February 20, 2026
Hosts: Michael Barr, Vanessa Perdomo
Guests: Sophie Goldschmidt (US Ski & Snowboard), Aaron McGuire (USA Bobsled & Skeleton), Amy Scheer & Jayna Hefford (PWHL)

Episode Overview

This episode of Bloomberg Business of Sports does a deep dive into the economic, organizational, and cultural impact of the 2026 Milan Cortina Winter Olympics. The hosts, Michael Barr and Vanessa Perdomo, break down highlight performances, the financial machinery behind U.S. Olympic teams, and explore the unique growth stories shaping both the Olympics and women’s sports leagues. Key interviews with sport executives uncover behind-the-scenes strategies for fundraising, athlete development, and capitalizing on post-Olympic momentum, particularly in women’s hockey.

Key Discussion Points & Insights

1. U.S. Ski & Snowboard – Olympic Success, Logistics, and Growth

Guest: Sophie Goldschmidt, President & CEO
(Interview: 03:51–14:45)

• Olympic Achievements:

  • Ilana Myers Taylor wins her first bobsled gold at age 41 (02:48), and Mikaela Shiffrin takes a record third alpine skiing gold (02:48).
  • "It’s been an amazing experience. Very exciting, a few twists and turns, but, yeah, overall, very proud of how our team and athletes have been performing." (Sophie Goldschmidt, 04:02)

• Hosting Milan-Cortina 2026:

  • Italian passion and logistical challenges due to multiple venues.
  • Sophie compares the experience to Beijing 2022, highlighting this year’s “normal preparation” post-pandemic but notes complexity managing "10 different sports...close to 100 athletes" (04:39).
  • "The venues themselves...I think they've done a really good job with those. The rest of the infrastructure has been sort of a work in progress." (Goldschmidt, 05:44)

• Response to Lindsey Vonn’s Injury:

  • Candid discussion of the emotional and community impact after Vonn's crash and her resilient attitude during recovery.
  • "Her spirit and strength of character and just...having no regrets and giving it her all...is really, I find very inspiring." (Goldschmidt, 08:04)

• Managing Breadth of Sports & Athlete Development:

  • US Ski & Snowboard oversees about 250 athletes in 10 sports, with constant balancing of elite and grassroots development (12:59).
  • "We're thinking more and more like one team...if you've been training with someone...you never know what's going to be that spark that can inspire someone." (Goldschmidt, 11:57)
  • Revenue model is donor/sponsor/philanthropy-driven – no government funding in the US, unlike most other countries (13:30).

2. USA Bobsled & Skeleton – Cost, Talent Recruitment, and Resourcefulness

Guest: Aaron McGuire, CEO
(Interview: 17:46–29:24)

• The High Cost of Entry:

  • Equipment is incredibly expensive ($125,000+ for a four-man sled), and logistics are largely international (18:13).
  • "The sports of bobsled and skeleton are not inexpensive...Not far behind F1 or equestrian, just for equipment alone." (McGuire, 18:13)

• Fundraising & Partnerships:

  • Importance of connecting the relatable thrill of sledding to potential donors, and leveraging national pride (19:30).
  • Sponsorships from tech-driven partners (e.g., BMW, Honda) create competitive hardware advantages (21:31).

• Recruitment Model:

  • Most athletes transition from track & field, football, or other explosive sports, often in their twenties (21:31).
  • Recruitment through summer combines in multiple cities, then bringing top prospects to Lake Placid for intensive training (26:37).
  • "We're looking for big, fast, explosive athletes that aren't afraid to go down a track at top speeds." (McGuire, 21:40)
  • The emotional/adrenaline factor is critical—some athletes leave after one ride (28:07).

• International Competition and Quotas:

  • Discussion of Katie Uhlaender’s skeleton selection drama—quota systems and international withdrawals affecting athlete eligibility (24:17).
  • "Our hope is that there's an opportunity for an additional quota spot to be allocated to the US Team." (McGuire, 25:41)

3. Women’s Professional Hockey – Capitalizing on Olympic Momentum

Guests: Amy Scheer & Jayna Hefford, Professional Women’s Hockey League (PWHL)
(Interview: 32:34–44:13)

• Olympic Boost & PWHL Growth:

  • 61 PWHL athletes (30% of the league) participated in Milan, representing not just USA/Canada, but also Czechia, Sweden, Finland, Germany, and Italy (34:57).
  • "We've got a big campaign called the Ultimate Away Game...We're showcasing our athletes now on the global stage." (Amy Scheer, 33:36)

• Ownership, Resources & Audience:

  • Centralized Mark Walter Group ownership and Billie Jean King's advisory role cited as game-changing for sustainability (35:53).
  • Player support now includes real pay, benefits, and first-class facilities: "I think we are the first women's hockey league to have the right resources, and I think the fans appreciate that." (Scheer, 37:24)

• Business Partnerships & Venue Milestones:

  • PWHL playing at major arenas (Madison Square Garden, TD Garden) as a brand legitimacy milestone (38:59).
  • "It's called the world's most famous arena for a reason...for us, this is about brand building, audience building, continuing the legitimacy of what the PWHL is and what we stand for." (Scheer, 38:59)

• Visibility, Media, and Legacy:

  • Calls for increased TV and streaming access; Olympics as “a high level of visibility around the world” to convert casuals into committed fans (39:59).
  • Strong business-side relationships with the NHL, but no ownership overlap—shared facilities and mentorships only (41:16–42:36).
  • Jayna Hefford reflects on her own era: "We were responsible...to find somewhere to play. It was not a professional league...but now...best players...are still getting better now because of the support that they have." (Hefford, 43:13)

Notable Quotes & Memorable Moments

• Sophie Goldschmidt (US Ski & Snowboard):
  “There are significant similarities that I think can really benefit all of our sports...You never know what’s going to be that spark that can inspire someone.” (11:55)
• Aaron McGuire (USA Bobsled & Skeleton):
  “You think about the cost of sports...Formula One...not far behind are the sports of bobsled and skeleton and the equipment alone is pricey.” (18:13)
  “We’re looking for big, fast, explosive athletes that aren’t afraid to go down a track at top speeds.” (21:40)
• Amy Scheer (PWHL):
  “We are the first women's hockey league to have the right resources, and I think the fans appreciate that.” (37:24)
• Jayna Hefford (PWHL):
  “Now to see the landscape and how it’s changed...players like Hilary Knight...are still getting better now because of the support they have.” (43:13)

Important Timestamps

• Mikaela Shiffrin, Ilana Myers Taylor Olympic achievements: 02:48–03:12
• Sophie Goldschmidt on Milan Games: 03:51–06:47
• Goldschmidt on Lindsey Vonn injury and recovery: 06:47–09:37
• Goldschmidt on athlete development & funding: 12:59–14:45
• Aaron McGuire on bobsled economics: 18:13–19:09
• McGuire on athlete recruitment & combines: 21:31–29:24
• PWHL exposure at the Olympics: 32:34–34:57
• PWHL ownership and resource model: 35:53–37:24
• Media/TV and NHL partnership discussion: 39:40–42:36
• Jayna Hefford on the evolution of women’s hockey: 43:13–44:13

Tone & Style

• The episode maintains a businesslike tone but punctuates it with moments of inspiration, camaraderie, and sports nostalgia, especially when discussing athlete journeys and the growing legitimacy of women’s sports.
• Pragmatism about financial realities is balanced by genuine enthusiasm for athlete achievement and organizational innovation.

Summary

This Winter Olympics wrap-up highlights how U.S. Olympic teams and women’s professional leagues are navigating complexity, fostering athlete growth, and seizing commercial opportunities in an evolving global sports landscape. The conversations with Sophie Goldschmidt and Aaron McGuire illustrate the intricate blend of logistical, financial, and cultural components behind world-class performance, while the dialogue with Amy Scheer and Jayna Hefford demonstrates how the PWHL is redefining professional support for women athletes and capitalizing on Olympic-inspired momentum. The show underscores that the “business of sports” is increasingly about more than medals—it’s about visibility, equity, and strategic partnerships on a worldwide stage.