Jeep named global automotive partner of The Snow League
Brand to launch vehicle showcases, on-site activations and “Biggest Air” athlete award at halfpipe events
Jeep has been named the official global automotive partner of The Snow League, the professional snow sports competition founded by Shaun White, with the partnership set to debut at the league’s third halfpipe event at Buttermilk, Aspen Snowmass, on 27–28 February.
The brand will deliver a range of on-site experiences and vehicle showcases, with immersive activations planned for events in Aspen and LAAX. Jeep said fans will be able to engage directly with its latest vehicle lineup at both stops.
A central feature of the agreement is the launch of the Jeep Badge, a performance-based award recognising the “Biggest Air” at each Snow League halfpipe competition. One male and one female athlete will be selected at every event, with recipients wearing a physical Jeep-branded patch during competitions and broadcasts.
“Welcoming Jeep into The Snow League as our Global Automotive Partner is an exciting moment for us at the league,” said Omer Atesmen, Chief Executive of The Snow League.
Shaun White will also serve as a Global Ambassador for Jeep under the partnership. “Jeep has been helping thrill-seekers and shredders chase snowy adventures for over 80 years,” said Bob Broderdorf, Chief Executive of the Jeep brand.
“As the official partner of the world’s first professional snow league, we’re bringing new meaning to ‘Snow Mode’ alongside Shaun White and other Snow League athletes with first-of-its-kind event activations and the introduction of the Jeep ‘Biggest Air’ Badge to recognise a few things the Jeep brand knows a ton about – power and performance out in the powder.”
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The 2026 partnership will span social and broadcast integration across more than 175 countries, Jeep said.
The Snow League launched in June 2024 and is staging a four-event inaugural season with a total prize purse of $2.2mn.
The Recap
- Jeep becomes The Snow League's global automotive partner.
- Jeep introduces Biggest Air Badge for male and female winners.
- Jeep activations start at Buttermilk Aspen Snowmass on 27–28 February.
