Jeep Takes the Wheel at X Games Aspen 2026
If winter, mountains, and pushing limits are your love language, Jeep and X Games Aspen are speaking directly to you in 2026. Jeep® is officially back at X Games Aspen—and not just back, but leveled all the way up. For the first time ever, Jeep will serve as the presenting partner and exclusive automotive partner of the event, marking a major milestone in a relationship that’s been rolling strong for more than 20 years. Say hello to X Games Aspen 2026 Driven by Jeep, happening January 23–25 at Buttermilk Mountain in Aspen, Colorado.
Owning the Most Iconic Stage on the Mountain
One of the biggest headlines? Jeep now has full ownership of all four Slopestyle competitions:
- Men’s Snowboard Slopestyle
- Women’s Snowboard Slopestyle
- Men’s Ski Slopestyle
- Women’s Ski Slopestyle
That’s the most iconic competition terrain at X Games—and Jeep’s name will be front and center on the slopes where progression, creativity, and guts collide. Expect Jeep branding woven directly into the course design, features, and broadcast moments that define the weekend.
Introducing the Jeep Golden Grille Award
New for 2026, the Jeep Golden Grille Award (for both men and women) will honor athletes whose performances best embody Jeep’s core values: freedom, adventure, and passion. It’s not just about podium finishes—it’s about spirit, style, and pushing boundaries. The award will live across broadcasts, social, and on-site moments, celebrating what makes X Games athletes unforgettable.
Jeep Base Camp: The Best Seat in the Snow
Fans at Aspen will want to make a pit stop at Jeep Base Camp, a heated hub located at the base of Buttermilk Mountain. From here, attendees can catch views of the Slopestyle and Halfpipe while warming up with seating, hot chocolate, and Jeep-branded beignets (while they last).
There’s more:
- Spin-to-win prizes like blankets, hand warmers, lip balm, and sunglasses
- Meet-and-greets and photo ops with Jeep athlete ambassadors, including snowboard icon Jamie Anderson
Basically, it’s the coziest way to experience some of the coldest, most intense action sports on the planet.
A Mountain Full of Jeep Muscle
Jeep’s presence won’t be subtle. More than a dozen vehicles will be on-site across the mountain, including:
- 2026 Jeep Wrangler Whitecap (built with snow lovers in mind)
- 2026 Jeep Wrangler Rubicon X
- 2026 Jeep Gladiator
- All-new 2026 Jeep Recon
On top of that, the Jeep Grand Wagoneer will provide shuttle service on Buttermilk Mountain—proof that Jeep’s “go anywhere, do anything” motto isn’t just marketing talk.
Wall-to-Wall Visibility
From premium broadcast placements and custom on-air features to social content across Jeep, X Games, and athlete channels, Jeep will dominate the X Games ecosystem. Expect co-branded graphics, product placement, streaming integrations on platforms like ESPN+, Roku, and YouTube, and a massive social push before and throughout the event.
As Jeep CEO Bob Broderdorf put it, snow is one of Jeep’s favorite terrains—and X Games Aspen is the ultimate proving ground. X Games leadership echoed the sentiment, calling Jeep’s return as presenting partner a “huge win” that raises the bar for both athletes and fans.
More Than a Competition
X Games Aspen 2026 Driven by Jeep will bring together over 150 of the world’s best ski, snowboard, and snowmobile athletes, plus live music performances from artists like Alesso and Disco Lines. Daytime events are free and open to the public, with tickets required after 4 p.m. MT—making it one of the most accessible, high-energy winter sports events anywhere.
At the end of the day, this partnership just makes sense. Jeep and X Games share the same DNA: boldness, creativity, and an unshakable drive to explore what’s possible. In 2026, that spirit is carving fresh lines straight through Aspen.
