Branded for Success
Professional athlete Sven Brunso used his marketing education to build a global skiing career and a personal brand that set him apart.
Liam Doran
Years before Ski Magazine named him “the most photographed skier in history,” Sven Brunso ’92 was a 10-year-old kid watching the 1980 Winter Olympics. It was the skiers who caught his attention.
“My dad taught night classes at Yavapai College,” Brunso says. “Serendipitously, one of his students said, ‘My dad bought a ski area up by Flagstaff. If your son would like to come skiing sometime, he could be our guest.’”
Brunso continued to ski even as a student at the University of Arizona. He struck a deal with the owner of Mount Lemmon Ski Valley: Whenever it snowed more than six inches, he would shovel the deck in exchange for a free lift ticket.
During his sophomore year, Brunso told his father he wanted to become a professional skier. While he encouraged his son to follow his dreams, the elder Brunso insisted he finish his degree first.
After graduating with a marketing degree, Brunso realized his education was a competitive advantage. While others depended solely on athletic performance, he found multiple ways to bring value to sponsors. He presented at trade shows, contributed to their business strategy and developed his own professional brand.
“I was able to succeed not because I had more talent,” says Brunso, now director of marketing at ski gear brand LEKI USA. “I’ve been able to create a brand and reinvent myself.”