Things just got more competitive for female athletes at the three North American stops of the 2024-25 FIS Alpine World Cup tour this season, and big prize money and a new trophy are at stake.

Bring on the first-of-its kind Stifel HERoic Cup.

In a statement released Thursday, the Stifel U.S. Alpine Ski Team announced it was partnering with Stifel Financial to create a new World Cup companion series — intended to promote the organization’s HERoic initiative, which celebrates female athletes.

The companion series will be held in conjunction with the 2024-25 Alpine World Cup races: 

• Stifel Killington Cup in Killington, Vermont 

• Mont Tremblant World Cup in Quebec, Canada 

• Stifel Birds of Prey presented by United Airlines World Cup in Beaver Creek, Colorado.

The Cup winner will be awarded $50,000 and a newly designed HERoic Cup trophy following the final race in Beaver Creek.

A leaderboard will be created based on World Cup points as tracked by the International Ski and Snowboard Federation. 

The prize money will be deposited in a Stifel investment account and the athlete may choose to withdraw the money, leave it invested with Stifel’s guidance, or combine both. If there is a tie, the athletes will split the award.

“We are thrilled to announce the Stifel HERoic Cup this season and further our commitment to amplifying women in sports through our HERoic initiative,” President and CEO of U.S. Ski & Snowboard Sophie Goldschmidt said in the news release. “Stifel’s commitment to the athletes is second to none and this award is a testament to that.”

“We’re excited to help the Stifel U.S. Ski Team celebrate and empower women competing in North America this winter through our sponsorship of the Stifel HERoic Cup,” Ron Kruszewski, Chairman and CEO of Stifel said.

Vail Valley resident and the winningest Alpine World Cup racer of all time, Mikaela Shiffrin, will most likely be racing in all three HERoic Cup series races — including at her home slope of Beaver Creek.

“Ron and Stifel have been incredible supporters of the Stifel U.S. Ski Team,” Shiffrin said in the release. “Their support of the Stifel HERoic Cup is yet another example of their passion for ski racing and their determination to bring more support to our team and awareness to our sport.”