White Castle and USA Luge have renewed their sponsorship agreement through August 2029, extending a partnership that began in 2017 when the fast-food chain became the first QSR to sponsor the national governing body for luge. Under the deal, White Castle remains the official title sponsor of the White Castle USA Luge Slider Search, USA Luge's nationwide off-season athlete recruitment tour, and the exclusive quick-service restaurant and frozen snack/sandwich sponsor of USA Luge. "When you're in the Slider business, you can't help but root for the fastest Sliders on ice," said Jamie Richardson, chief marketing officer at White Castle. "USA Luge has become family, and we couldn't be prouder to keep introducing kids to this thrilling sport for years to come. Whether you're sliding down a 1,000-meter ice track or serving Sliders hot off the griddle, it's all about feeding the souls of Cravers — and dreamers — everywhere."

The Slider Search Pipeline Since its launch in 1985, the Slider Search has introduced luge to more than 25,000 young athletes through free, wheeled-sled clinics held during off-season months. The program has logged more than 250,000 miles and serves as a critical talent pipeline for the sport: at least 60% of every U.S. Olympic luge team since 2002 began at a Slider Search clinic. Luge athletes, commonly called "sliders," race down 1,000-meter ice tracks on sleds at speeds reaching 90 mph. The U.S. Olympic luge team has won six Olympic medals and nearly 600 medals in elite- and junior-level international competition since 1994. "The White Castle USA Luge Slider Search has been the launching pad for so many of our athletes, and it simply wouldn't be possible without White Castle," said Gordy Sheer, director of marketing & sponsorships at USA Luge. "This is a partnership built on shared values of community, opportunity and a little bit of fun, and we're thrilled to keep it going for years to come."

## Summer 2026 Clinics Still Open Three free clinics remain scheduled for summer 2026, open to children ages 10 to 13: - Aug. 15: Ashwaubenon, Wis., outside Green Bay (Continental Street between South Ridge and Allied Street)
- Aug. 16: Westmont, Ill., near Chicago (Cass Avenue from 55th Street to West Dallas Street)
- Sept. 13–14: Malvern, Pa., west of Philadelphia (Saint-Gobain North America facility, 20 Moores Road) Each day offers three sessions (9–11 a.m., 11 a.m.–1 p.m., 2–4 p.m.). Participants learn positioning, steering, and stopping on wheeled sleds under guidance from U.S. Olympic and National Team coaches. All attendees receive a White Castle USA Luge Slider Search t-shirt. Top performers may be invited to train on ice and considered for the USA Luge National Development Team. Registration is available by calling 1-800-USA-LUGE or visiting usaluge.org/try-luge/slider-search.

Why It Matters

For White Castle, the renewal underscores the brand's multi-year strategy in sports sponsorship and youth engagement. The Slider Search partnership generates brand loyalty among young athletes and their families while connecting White Castle to a measurable talent pipeline—60% of Olympic luge rosters since 2002 trace their start to these clinics. The extended commitment through 2029 signals confidence in the program's ROI and positions the brand as a long-term community partner beyond traditional QSR marketing.

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Written by FBM Publications Editors