Jeep® Brand Partners with The Snow League for Major Winter Sports Initiative

Jeep® Partners with The Snow League

In an exciting development for winter sports enthusiasts, the legendary Jeep® brand has struck a multi-season deal to become the official global automotive partner of The Snow League. This partnership is designed to enhance the experience for fans and athletes alike, aligning two brands that share a passion for adventure, rugged capability, and the spirit of freedom.

A New Era for Winter Sports

The Snow League, which has been creating waves since its inception, aims to redefine professional winter sports exclusively for snowboarding and freeskiing. Founded by the renowned three-time Olympic gold medalist Shaun White, the league promotes not just competition, but a lifestyle deeply rooted in snow culture.

The newly formed alliance is set to kick off with live events beginning February 27-28, 2026, at Buttermilk, Aspen Snowmass. Here, fans can expect a series of engaging experiences, live sponsorships, and chances to interact with the Jeep brand in innovative ways. With events that will also take place in renowned locations such as Laax, Switzerland, Jeep plans to present its latest vehicle models to an eager audience eager for outdoor adventure.

Introducing the Jeep Biggest Air Badge

One of the key highlights of this partnership is the introduction of the Jeep® Biggest Air Badge. Unlike traditional awards focused on podium finishes, this accolade will honor athletes in both men's and women's competitions who achieve the most impressive aerial feats during halfpipe events. This fresh approach captures the essence of what it means to take risks, innovate, and deliver breathtaking performances on the slopes.

Every event will celebrate the standout athleticism that comes from pushing boundaries, with a patch that athletes can wear to signify their extraordinary achievements. This initiative not only recognizes talent but also creates a narrative around performance that aligns with the Jeep brand's ethos of power and adventure.

The Role of Shaun White

Adding an extra layer of authenticity to this partnership is the connection between Shaun White and Jeep. Serving as the global ambassador for the brand, White’s long-standing relationship with Jeep emphasizes genuine appreciation and mutual respect. His involvement helps to bolster the partnership's credibility and demonstrates its potential to integrate deeply with the snow and action sports communities.

Building the Future of Sports

Omer Atesmen, CEO of The Snow League, conveyed his enthusiasm for having Jeep as a partner: "This collaboration is an exciting moment for us at the league. Jeep is an iconic brand with adventure at its core, and together we're doing more than simply forming a partnership. We are revamping the very fabric of winter sports competition to create unforgettable experiences for fans and athletes alike."

Bob Broderdorf, CEO of the Jeep brand, echoed this sentiment, citing the brand’s 80-plus years of experience in serving adventure enthusiasts. He remarked that Jeep is committed to infusing new energy into winter sports through innovative events and to furthering its legacy of performance and power.

Global Reach and Broadcast Integration

The joint venture between Jeep and The Snow League will see extensive social media and television integration, reaching audiences in over 175 countries. This global coverage will ensure that the exhilarating action of the league reaches fans around the world, further enhancing the sport's visibility and engagement.

The Snow League's Vision

Launched in June 2024, The Snow League represents the first professional league solely dedicated to snowboarding and freeskiing. The structure of the league incorporates a global format featuring four major events and a prize purse of $2.2 million, thereby attracting top-tier athletes aiming for championship glory. Following its inaugural event at Aspen, the league is set to capture thrilling moments in regions like Yunding Snow Park in China as well.

Fans are encouraged to stay connected with The Snow League by following its journey across various social media platforms including X, Instagram, Facebook, and YouTube. For Jeep, this partnership symbolizes yet another chapter in its storied history, offering fresh opportunities for fans of adventure and extreme sports.

For the latest updates and details about upcoming events, check out Jeep's and The Snow League's official websites.