USA Luge’s partnership with burger chain White Castle has been extended through until 2023.
USA Luge has been in partnership with White Castle since 2017, and to mark the extension of the deal seven new videos focusing on different aspects of luge racing have been released.
White Castle is a family-owned business that has been creating sliders, also known as burgers, for more than 100 years.
"The partnership with USA Luge is a natural fit because we’re both in the slider business," said Jamie Richardson, a vice-president at White Castle.
"We are honoured to help introduce the next generation of athletes to this exciting sport through the annual off-season recruitment programme and now with this new video series.
"COVID has been tough on everyone, and having something positive for young athletes to focus on is a great way we can help feed the souls of craver generations everywhere."
Under the White Castle USA Luge Slider Search programme, launched in 1985, more than 25,000 children across the United States have been introduced to luge.
Children aged nine to 13 are able to attend the clinics, where Olympic and national team coaches and athletes teach the basics of riding a luge sled.
Participants then get the chance to put what they have learned into practice by riding down paved tracks on wheel-equipped luge sleds, with those that show promise considered for the country’s national development team.
Despite the coronavirus pandemic, the Slider Search programme has continued albeit with less sessions and stricter protocols in place when they do go ahead.
"The White Castle USA Luge Slider Search programme has been instrumental in raising awareness of the sport, driving interest among young athletes and providing the talent pool for future competitors who will represent us all at the Winter Games," said Gordy Sheer, USA Luge director of marketing and sponsorships and the 1998 Olympic silver medallist in the sport.
"The partnership with White Castle has been very successful, and we’re thrilled to continue it."
The United States has won five luge medals in Winter Olympic history - silver and bronze at the men’s doubles at both Nagano 1998 and Salt Lake City 2002, bronze in the women’s singles at Sochi 2014 and silver in the men’s singles at Pyeongchang 2018.