A World-Class Match-up for 45 Years
Back in 1980, some luge athletes approached Norton about donating sandpaper that could be used on their sled runners. Today, as World Cup competition begins, the relationship between Norton Abrasives and USA Luge has evolved from simple donation to full-fledged support. The partnership stands as one of the longest-running sponsor-sport marriages ever created.
How and why this pairing has worked for so long is due to the natural fit. “Luge is one of the few sports where athletes are primarily responsible for their own competition equipment,” explained Abby Marschke, Norton Executive Director of Marketing. “Once we began to understand how our products were being used to fine-tune sled performance, we knew we could make a difference in how our national athletes compete. This is a sport where milliseconds can separate the medal winners from the rest of the field. A perfectly tuned sled is a big part of the equation.”
Sponsorship Role Expands Over Time
From the very first year, Norton supplied abrasive products for the athletes. But in 2009, Norton became the primary sponsor for the team, and this partnership now involves support in many other areas. Norton provides financial backing, enabling athletes to train, travel, and compete globally in competitions staged across three continents with significantly less financial burden. Experts on the Norton staff also offer best-practice training and guidance on appropriate abrasive products. In addition, Norton continues to provide research on sled fabrication materials and new technologies impacting the sport.
“There are so many times when we approached Norton with a problem, and they came back to us with a solution,” noted Gordy Sheer, Director of Marketing and Sponsorship at USA Luge. “For instance, right now there is a critical project looking at steel preparation, understanding what the materials are, what the treatments are, and how to get the best surface. Norton is playing a very key part in understanding the science and helping us get better.
“We’re in a technology war to find new ways to shave even fractions of seconds off our run times. It’s all very high tech. And with Norton, we’re getting logistical support, expert technical support, and resources across the board to help us stay competitive.”
—Gordy Sheer, Director of Marketing and Sponsorship at USA Luge
Sharing the Adrenaline Rush
Luge athletes slide down an ice track traveling up to 90 mph through steep slopes and dangerous turns. Considered the fastest sport on ice, luge uses gravity to propel athletes down the twisting chute without mechanical brakes. And the run is completed in less than a minute. It is not a sport for the faint of heart.
Over the years, Norton employees have joined in the thrill ride vicariously by attending live competitions and watch parties. Some have even braved a ride in the annual Norton Luge Challenge, a public recruiting event where people can try recreational luge. In recent years, the event has been held at the EcoTarium, an indoor-outdoor science and nature experience venue in Worcester, Massachusetts. Frequently, members of the USA Luge team attend, giving employees the chance to meet the athletes and coaches in person.
Said one Norton employee, “Even if you’ve never been exposed to luge before, you just can’t help getting excited as you watch the sleds come flying down the course. It’s a real opportunity to see how our products are used and feel the pride of making something that others can use to live their dreams.”