The Snow League, a premier professional winter sports league focusing on halfpipe snowboarding and freeskiing, has announced Jeep as its global automotive partner for a multi-season partnership that introduces a new performance-based award recognizing the biggest air at every halfpipe event.
The partnership, announced on 26th January 2026, marks a collaboration between one of the world’s most iconic adventure brands and the league founded by three-time Olympic gold medalist Shaun White, with the initiative rooted in shared values of freedom, rugged capability, and an uncompromising desire to seek adventure.
Jeep will authentically engage with the world’s first professional league entirely dedicated to snowboarding and freeskiing through a series of on-site experiences, event sponsorships, and immersive fan activations beginning at the league’s third event of its debut season at Buttermilk at Aspen Snowmass on 27th to 28th February 2026.
The automotive brand will showcase its latest vehicle lineup at Snow League events, including Aspen and Laax, Switzerland on 19th to 21st March 2026, allowing fans to get hands-on with new vehicle models and to meet brand ambassadors.
A cornerstone of the partnership is the introduction of the Jeep Badge, a performance-based superlative that adds a new layer of competition within each Snow League halfpipe event, with one athlete in each of the men’s and women’s competitions receiving the Jeep Badge for Biggest Air at every event.
Unlike traditional podium results, the Jeep Badge recognizes athletes who deliver the most progressive and highest impact moments of the event, regardless of final placement, celebrating raw power, innovation, and bold approach.
A physical Jeep brand patch will be prominently worn by the winning male and female athletes in both ski and snowboard disciplines, ensuring consistent visibility across live events and broadcasts.
The Snow League founder, Shaun White, will serve as a global ambassador for the Jeep brand, continuing a relationship that has existed for years, with White’s authentic connection to the brand reinforcing the partnership’s credibility and commitment to the winter and action sports lifestyle.
Omer Atesmen, Chief Executive Officer of The Snow League, said welcoming Jeep into the league as global automotive partner is an exciting moment, describing Jeep as an iconic brand with adventure at its core.
Bob Broderdorf, Chief Executive Officer of the Jeep brand, said Jeep has been helping thrill-seekers and shredders chase snowy adventures for over 80 years, adding that as the official partner of the world’s first professional snow league, the brand is 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.
The 2026 partnership will include robust social media and broadcast integration, bringing Jeep storytelling directly into Snow League event coverage and digital platforms worldwide, with The Snow League available for viewing in more than 175 countries through an unprecedented lineup of television, streaming, and digital media partners spanning six continents.
Launched in June 2024, The Snow League is the first professional winter sports league dedicated to snowboarding and freeskiing, with Season One featuring a four-event global format boasting a 2.2 million US dollar season purse, and athletes competing to earn points to determine the overall champions.
The season kicked off at Buttermilk in Aspen Snowmass on 7th to 8th March 2025, heading next to Yunding Snow Park in China on 4th to 6th December 2025, where 16 of the world’s top freeskiers joined the roster at the 2022 Beijing Winter Games venue.
The League returns to Aspen on 27th to 28th February 2026 and concludes at Laax, Switzerland on 19th to 21st March 2026, where the first-ever Snow League World Champions will be crowned.
Jeep has been a global leader in sport utility vehicles for nearly 85 years, delivering legendary off-road capability, advanced technology, and exceptional versatility for those who seek fun and adventure, with the brand built on a heritage of freedom, adventure, authenticity, and passion.
