Massey Ferguson and Eklund Farm Machinery Back USA Luge Ahead of 2026 Winter Games
Tractors Meet Ice Tracks
As the 2026 Winter Olympics in Milan-Cortina approach, it’s a good time to revisit one of the more unique sponsorships in off-highway machinery: Massey Ferguson and Eklund Farm Machinery’s support of USA Luge. Formalized in late 2023, the partnership made Massey Ferguson the official tractor of USA Luge — a unique sponsorship in Olympic sports. We checked in with USA Luge last week to see how their summer is starting off.
“We’re hard at work in advance of the Games in 2026,” said USA Luge marketing director Gordy Sheer. “The team is in Lake Placid, refining their technique at the start, building new sleds and focusing our technological programs to find the tenths, hundredths and thousandths of seconds needed to go for the medals in February. At the same time, we are preparing to host Massey Ferguson/Eklund Farm Machinery Luge Challenge events at ski areas throughout the summer and winter. Our aim is to keep proving branding and entertainment to our sponsor. We have a good number of athletes coming from rural farming areas, adding to the authenticity of the partnership.”
The Scope of the Sponsorship
The deal runs through the 2026 Olympic Games and includes several key activations:
- Tractor and dealership branding on USA Luge team apparel
- Hospitality presence at U.S.-based World Cup events
- Engagement with the USA Luge Fantasy Camp
- On-site support at Luge Challenge events hosted at ski resorts across the U.S.
Eklund Farm Machinery, a Massey Ferguson dealer based in Stamford, New York, played a key role in forming this relationship. It began through Patrick Del Rosario, a longtime friend of USA Luge and a DJ at many of its public-facing events. This isn’t just about DJ sets, decals and hats. In 2022, Eklund Farm Machinery helped the team raise funds by donating a Massey Ferguson GC1725 tractor for a public raffle. These kinds of collaborations matter. USA Luge athletes receive no federal funding, making private partnerships critical to their international competition efforts.
“The sponsorship is important to USA Luge because unlike the major nations in the sport, they do not receive direct government support,” said Billy Eklund of Eklund Farm Machinery. “Americans send Americans to the Games. Massey Ferguson and Eklund Farm Machinery are proud to play a role in helping American athletes go for gold in Italy next February”
A Brand on the Move
Massey Ferguson hasn’t just been busy with luge. Compact Equipment recently covered two major developments from the brand worth revisiting:
- Compact Tractors 2025 Lineup: A redesigned family of compact and sub-compact tractors offers improved comfort, strength and smart controls for landscape pros and small farmers.
- MF 8S Desert Challenge Victory: Massey Ferguson’s MF 8S became the first tractor to complete the Morocco Desert Challenge, surviving brutal rally-raid conditions and finishing fourth in the truck category.
These stories highlight a brand looking far beyond the traditional field — into Olympic sports, motorsports, user-focused innovation and real-world durability tests. We’ll continue covering Massey Ferguson’s growing role in unique applications and unconventional competitions — on both soil and ice. Follow Compact Equipment online for updates on compact tractors, off-highway machinery and gear built to perform under pressure.
“We’re honored to partner with USA Luge as they prepare for Milan-Cortina,” said Zack Radermacher, senior brand marketing manager at Massey Ferguson NA. “Our partnership isn’t just about logos and visibility; it’s about supporting a team that, much like our customers, understands that performance comes from consistent hard work and the right tools. Their relentless pursuit of precision and performance mirrors what we aim to deliver for our customers every day. Whether it’s on the track or in the field, success comes down to the right support, the right equipment and a shared commitment to achieving better.”
Keith Gribbins is the publisher of Compact Equipment.
