Jeep Becomes Official Partner of The Snow League
Big news from the mountains: Jeep is now the official global automotive partner of The Snow League, and the collaboration feels like a match that was always meant to happen. Two brands built on freedom, progression, and chasing the next adventure are officially teaming up—and they’re doing it in a way that adds real heat to competition on snow.
Announced January 26, 2026, in New York City, the multi-season partnership connects one of the world’s most iconic adventure brands with the first professional winter sports league fully dedicated to snowboarding and freeskiing. And this isn’t just logo placement and handshakes. Jeep is rolling in with activations, on-site experiences, and an all-new performance award that’s going to turn heads in every halfpipe.
Enter: The Jeep Biggest Air Badge
At the center of the partnership is the debut of the Jeep Biggest Air Badge, a brand-new, performance-based award that will be handed out at every Snow League halfpipe event. One male and one female athlete—across both ski and snowboard—will earn the badge for throwing down the biggest air of the event.
What makes this award special is that it lives outside the traditional podium system. You don’t need to win the event to win the Jeep Badge. Instead, it celebrates those jaw-dropping, progressive moments that define why fans love these sports in the first place—raw power, commitment, and fearless innovation. Winners will also wear a physical Jeep brand patch during live events and broadcasts, giving the award serious visibility and cementing it as a new badge of honor within the league.
Bringing Jeep to the Heart of the Action
Jeep’s presence will be felt on-site starting at The Snow League’s third event of its debut season, returning to Buttermilk at Aspen Snowmass on February 27–28. Fans can expect immersive experiences, event sponsorships, and the chance to get up close with Jeep’s latest vehicle lineup.
The partnership continues overseas at LAAX, Switzerland (March 19–21), where Jeep will once again showcase new models and host fan activations—blending automotive culture with world-class winter sport in a way that feels authentic, not forced.
Shaun White: A Natural Fit
Snow League founder Shaun White will serve as a global ambassador for the Jeep brand, continuing a relationship that’s already been years in the making. White’s involvement adds credibility and continuity to the partnership—and reinforces Jeep’s long-standing connection to winter sports and the action-sports lifestyle.
As Snow League CEO Omer Atesmen put it, the collaboration is about more than sponsorship: it’s about elevating competition and engaging fans in new ways. From the Jeep Badge to on-mountain activations, the goal is to build something that pushes the sport forward.
Jeep CEO Bob Broderdorf echoed that sentiment, highlighting Jeep’s 80+ year history of helping adventurers chase snowy terrain—and teasing that the brand is bringing new meaning to “Snow Mode” through first-of-its-kind event activations and a celebration of power and performance in the powder.
A Global Stage for a Global Brand
Jeep’s storytelling will be deeply integrated into Snow League broadcasts and social platforms throughout the 2026 season. That matters, because The Snow League is already available in more than 175 countries worldwide, spanning six continents and an unprecedented lineup of television, streaming, and digital media partners.
In other words: when someone sends it sky-high in the halfpipe, the whole world is watching—and now Jeep is part of that moment.
The Bigger Picture
Launched in June 2024, The Snow League is reshaping professional winter sports with a four-event global format and a $2.2 million season purse. Season one kicked off in Aspen, traveled to Yunding Snow Park in China, returns to Aspen this February, and wraps up in LAAX, where the first-ever Snow League World Champions will be crowned.
With Jeep officially on board, the league isn’t just growing—it’s leveling up. Between the Biggest Air Badge, hands-on fan experiences, and a shared obsession with adventure, this partnership feels less like a sponsorship and more like a statement: winter sports are evolving, and the future is bold, loud, and flying higher than ever.
