I have my own ski company...
We do soft goods (street clothing, warm stuff), park design, and production .
If I had limitless money, I'd like to move into all alternative sports. And have a store that had a street course in the middle of it, and a terrain park in the backyard. We'd sell everything you could ever need for your niche athletics, and give jobs out to all the sick kids who need money.
Who would I sponsor? The underdogs. All the people who don't have a chance in the shadow of the massive pros.
Oh, and I'd buy an ice chipper machine, so that I could have summer ski competitions every month.
Two guys walk into a bar...
OUCH!