Lobos 1707 Tequila Joins Forces with PRO Skijor as Official Sponsor

In an exciting development for winter sports lovers and tequila aficionados alike, Lobos 1707 has recently been announced as the Official Tequila Sponsor of PRO Skijor. This partnership marks a significant collision of the company’s Premium West brand identity with the exhilarating world of skijoring, launching North America’s first professional skijoring series, which is set to kick off in January 2026.

Skijoring, a sport that captures the adventurous spirit of the West, involves a horse and rider pulling a skier through a meticulously designed snow course at breakneck speeds. The elements of trust, timing, and control play a pivotal role in determining success, with every race reflecting the high stakes that can lead to victory or defeat in the very last moments. Through its sponsorship of the PRO Skijor Frontier Tour, Lobos 1707 aims to elevate the experience not just for participants but for spectators as well.

The touring event, spanning across six bustling cities in the Mountain West, blends electrifying competition, live music, delicious food, and the rich culture of the Great Plains. Events will culminate in an exciting Championship Weekend in Salt Lake City, where the stakes are higher and the performances ultimately define the season for the competitors.

Diego Osorio, the founder of Lobos 1707, expressed that the brand thrives at the intersection of heritage and modernity. He noted, "PRO Skijor captures that same Premium West spirit – raw, elevated, and rooted in the frontier culture, but reimagined for today. We’re intentional about investing in culture-forward platforms that honor craft, performance, and community. This partnership felt like a natural extension of our brand world and where we see the West heading next."

As the official sponsor, Lobos 1707 will integrate its brand throughout the Frontier Tour, offering a luxurious hospitality experience and engaging fans through impactful brand activations. Participants and spectators can look forward to branded lounge areas, signature cocktails at event bars, and spaces designed to immerse attendees in the vibrant Lobos world. The presence of Lobos 1707 will be particularly pronounced during the 'Final Finish' Awards Gala, on Race Day, and throughout post-race award ceremonies. Here, the brand will proudly present MVP trophies reimagined as custom, Western-inspired championship belts to the top performers at the event, emphasizing a blend of traditional frontier culture with modern competitive spirit.

The experience at each Frontier Tour location aims to transform local arenas into thrilling winter playgrounds, featuring freestyle aerial events, timed races, and competitions catering to both novices and seasoned athletes. Fans can expect an atmosphere filled with excitement similarly to that of a Friday-night rodeo, with everything from competitive showdowns to local vendors celebrating the Western and ski cultures.

Participants will compete across various divisions, from elite-level pros to beginners, allowing everyone to engage at their skill level. Notable divisions include Pro-Open for elite athletes, and unique categories like Novice for newcomers and Lil' Buckaroo aimed at children under twelve, reflecting skijoring's appeal across generations.

The 2026 Frontier Tour will take place in the following locations:

- Heber City, UT (January 16-17)
- Bozeman, MT (January 24-25)
- Logan, UT (January 30-31)
- Boise, ID (February 6-7)
- Driggs, ID (February 21-22)
- Championship Weekend in Salt Lake City, UT (February 27 - March 1)

Tickets for all events are available at PROSkijor.com, and fans can follow @PROSkijor and @Lobos1707 across social media platforms such as Facebook, Instagram, TikTok, and YouTube for updates and behind-the-scenes content.

In summary, the partnership between Lobos 1707 and PRO Skijor serves as a celebration of the modern West's spirit, where grit meets heritage and performance. This collaboration promises to bring the refined expression of one of the leading tequila brands into one of winter sports' most rapidly evolving arenas. The thrill of skijoring, paired with the vibrance of Lobos 1707, sets the stage for a season filled with competition, community, and celebration.