The 2026 Olympic U.S. Biathlon team in Antholz, Italy. (Courtesy U.S. Biathlon)
Utah businesses looking for a way to connect with the 2034 Winter Olympics can now do so through a new partnership program supporting the U.S. Biathlon Team. Target Circle is named for biathlon’s literal shooting target and the circle of up to 50 Utah businesses rallying around and supporting the U.S. Biathlon team.
The initiative aims to recruit 50 Utah companies to contribute annually toward athlete development and training while gaining access to exclusive events and experiences through 2034.
“This is really a first of its kind. … No other Olympic host community has done something like this,” said Sharlene Wells, chief public affairs officer at Mountain America Credit Union.
If all memberships are filled each year through 2034, the initiative could generate about $2 million for the team.
“We’re not U.S. Ski and Snowboard, we’re not Track and Field, we’re not USA Hockey. … We live very, very frugally, and the contributions that this program will provide are going to make a big difference,” said Jack Gierhart, CEO of U.S. Biathlon Team.
 Athletes at a U.S. Biathlon camp held in October 2025. From Soldier Hollow’s summer development camp, U.S. Biathlon is nurturing 15 to 20 promising young athletes each season, growing the next generation of American biathletes. (Courtesy U.S. Biathlon) | Since relocating its headquarters to Midway in 2023, the organization has sought to build greater community support as it pursues what would be the program’s first Olympic medal, Gierhart said. While biathlon is one of Europe’s most popular spectator sports, the sport remains relatively unknown in the United States, creating fundraising and awareness challenges for the team. “We’re not quite there yet, but we’ve got all the ingredients right now, and with the increased support that we’re going to be getting from the local community, donors, from other sponsors, from the U.S. Olympic Committee, all the pieces are falling into place,” Gierhart said. Companies currently signed up for 2026 include Blue Cross Blue Shield, Mountain America Credit Union, Redmond Minerals and the City Journals. In exchange for the buy-in, participants will gain direct access to athletes and training experiences while helping support the team’s pursuit of its first Olympic medal. |
For $5,000 a year, participating companies will receive two hosted training experiences, tickets to national and international biathlon events at Soldier Hollow, an invitation to an annual VIP reception, and the CEO will receive a U.S. Biathlon-branded jacket and hat.
Funds are to be distributed to direct athlete support by increasing stipends, financial support and high-performance programming for about 40 professional athletes. Some will be allotted to help up-and-coming talent for the sport in the state.
Businesses interested in the Target Circle opportunity can find more information by emailing targetcircle@usbiathlon.org.
