After missing the podium in Solden, Mikaela Shiffrin made a stunning return to the slalom season at Levi, Finland, securing her 98th World Cup victory. This remarkable win brings her even closer to the monumental milestone of 100 World Cup titles. As a celebration, Shiffrin was gifted a traditional Finnish prize—a reindeer. In Finland, reindeer hold deep cultural significance, tied to centuries of herding traditions that have been central to the country’s history. Every time an athlete triumphs in the FIS World Cup in Finland, they receive a reindeer as a nod to this cherished custom.

Reindeer, revered as symbols of spirituality in Scandinavian folklore, have grown in prominence since their first mention in historical texts back in 1932. The animals, once primarily used for transportation, clothing, and sustenance, are now also the stars of thrilling races that draw crowds from all over the country. With this new reindeer in tow, Shiffrin’s success marks not only a sporting achievement but also a celebration of Finland’s vibrant heritage. And as if that weren’t exciting enough, a big award announcement from U.S. Ski adds even more anticipation for Shiffrin and others.

Mikaela Shiffrin chases another prize money! 

A recent report shared by Forbes revealed how, in November 2022, U.S. Ski & Snowboard launched the HERoic Initiative, aiming to provide more leadership, mentorship, and opportunities for its women athletes. Building on this vision, a new chapter unfolded with the announcement of the Stifel HERoic Cup, revealed by the U.S. Alpine Ski Team and its title sponsor, Stifel Financial. This prestigious award will go to the female U.S. Alpine skier who earns the most World Cup points at three North American events: the Stifel Killington Cup, Mont Tremblant World Cup, and Stifel Birds of Prey in Beaver Creek.

The winner of the Stifel HERoic Cup will receive a stunning trophy and a $50,000 prize, which will be placed in an investment account with Stifel Financial. The athlete will have the option to withdraw the money or leave it to grow under Stifel’s expert guidance. In the event of a tie, the prize will be split evenly between the athletes. This new award demonstrates Stifel’s continued commitment to empowering the U.S. Ski Team’s female athletes and fostering visibility for the sport. Stifel Chairman and CEO, Ron Kruszewski, expressed his pride in the initiative, aligning the company’s brand with athletes dedicated to excellence.

Mikaela Shiffrin, who recently captured her 98th World Cup win in Finland, praised the Stifel HERoic Cup, recognizing the company’s unwavering support for the U.S. Ski Team. “Ron and Stifel have been incredible supporters of the Stifel U.S. Ski Team,” Shiffrin said. “Their support of the Stifel HERoic Cup is yet another example of their passion for ski racing and their determination to bring more support to our team and awareness to our sport.” Shiffrin, who currently leads the FIS Cup standings with 145 points, could potentially reach her 100th World Cup victory at the Stifel Killington Cup later this month.

Mikaela Shiffrin even gave a shout-out on her Instagram stories, reposting a post from @usskiteam introducing the Stifel HERoic Cup. She simply captioned it “thank you” and tagged the account. The original post read: “Introducing the Stifel HERoic Cup! The Stifel HERoic Cup will be awarded to the alpine athlete with the most World Cup points accumulated from the three women’s North American World Cups: Killington, Tremblant, and Beaver Creek” But this isn’t US Ski & Snowboard’s first move to empower skiers like Mikaela Shiffrin and others.

Another move to empower Shiffrin and others!

Yes, you heard that right! In an exciting move to further empower alpine athletes, U.S. Ski & Snowboard, alongside its title partner Stifel, made a landmark decision last year to increase the prize money for all domestic Audi FIS Alpine World Cup events by 30%. This historic rise began with the Stifel Killington Cup in November 2023, ushering in the largest prize purse in U.S. Ski & Snowboard history. For the first time, both men and women received equal prize money, a significant step in recognizing the dedication and hard work of these elite athletes. The boosted purses stretched across major U.S. races, including the Stifel Killington Cup, Xfinity Birds of Prey at Beaver Creek, and Stifel Palisades Tahoe Cup, with prizes extending to the top 30 finishers.

Ron Kruszewski, Chairman and CEO of Stifel, shared his excitement over the new initiative: “I am thrilled that we are able to increase prize money for the talented alpine athletes. These athletes are extremely dedicated and we hope this shows our appreciation to their tremendous efforts and athletic achievements.” The prize money for the top three places surged, with first place earning $64,300, second place getting $30,000, and third place taking home $16,600. With increased stakes, the competitions were even more thrilling, offering added motivation for athletes to push their limits.

Mikaela Shiffrin, the reigning legend of alpine skiing, also praised the move, saying, “Stifel has been a vital partner to both myself and the Team more broadly, and with this increase in prize money, Ron has shown his strong focus on athletes and the growth of our sport domestically. I’ve been grateful to participate in a sport where the prize money is equal among genders, and even more grateful to have a partner who recognizes the value of our sport and has the drive to draw in even more fans and viewers to the sport.” With more financial support fueling their passion, these athletes are now more driven than ever to excel on the world stage.