The worlds largest media group, AOL Time Warner, has signed on as a sponsor of the TELUS World Ski and Snowboard Festival.
The media partnership deal is expected to be worth $1 million in advertising value over three years.
Action sports publishing companies represented under the agreement are Mountain Sports Media, publishers of Ski, and Skiing, and Transworld Media, publishers of Transworld Snowboarding, Freeze and Stance.
Mountain Sports Media and Transworld Media are part of Time4 Media, a subsidiary of Time Inc, which in turn is a wholly owned subsidiary of AOL Time Warner.
"The exposure through the agreement with Mountain Sports Media and Transworld Media will generate unprecedented public and media awareness throughout North America in the lead up to the Festival," said TELUS World Ski & Snowboard Festival chairman Doug Perry.
"The result is that more business will be driven to the resort in new and exciting ways.
"The direct partnership with Mountain Sports Media and Transworld Media is just the start of what could become an incredible tool to not only promote the festival but the resort and its community overall.
"The opportunities are immense and it will go a long way to lift the profile of the sports, music and visual arts components of the TELUS World Ski & Snowboard Festival."
The partnership will also translate into deals with Time Warners book publishing division, its numerous Internet portals, its music industry and even Warren Miller Entertainment.
A major deal already secured as part of the new partnership with Transworld Media involves a renowned industry conference, to be held as a fresh addition to this years TELUS World Ski & Snowboard Festival.
Up to 200 delegates will be attending the Transworld Snowboarding Conference in Whistler April 9-11.
The 10-day 8th TELUS World Ski & Snowboard Festival starts April 11.
The festival features events such as the Ripzone Snowboard Invitational, the free DKNY/JEANS LIVE Outdoor Concert Series, the Garnier Fructis World Skiing Invitational featuring Salomon Big Air and Superpipe, the Saab Crossmax Series presented by Salomon, the Pro Photographer Search and Showdown, the Filmmaker Showdown, Super Demo Days, the annual Whistler Dog Parade and the Kokanee Freeride.