Jeep® Brand Becomes Official Global Automotive Partner of The Snow League

Jeep brand (STLA) is the Global Automotive Partner of The Snow League in a multi-season deal announced Jan 26, 2026.

Rhea-AI Summary

Jeep brand (STLA) is the Global Automotive Partner of The Snow League in a multi-season deal announced Jan 26, 2026. The partnership launches on Feb 27-28, 2026 at Buttermilk in Aspen and includes event sponsorships, on-site vehicle showcases at Aspen and LAAX (Mar 19-21, 2026), fan activations, and integrated social and broadcast storytelling across more than 175 countries.

A new performance award, the Jeep Biggest Air Badge, will be awarded to one male and one female athlete in each halfpipe event for the "Biggest Air," with winners wearing a Jeep patch; Shaun White will serve as Global Ambassador.

Argus Jan 26 session

-0.62% close to close Open Argus

Details

News Market Reaction – STLA

On Jan 26, the day this news came out, STLA closed 0.62% below the previous close.

Data tracked by StockTitan Argus for the Jan 26 session.

Key Figures

Season purse: $2.2 million Season events: 4 events Countries with coverage: 175 countries +5 more

Season purse

$2.2 million

Snow League Season One prize pool

Season events

4 events

Snow League Season One global format

Countries with coverage

175 countries

Snow League broadcast and digital availability

Aspen event dates

Feb 27–28, 2026

Snow League event with Jeep activations

Laax event dates

Mar 19–21, 2026

Snow League finale where champions are crowned

League launch date

June 2024

Launch of The Snow League

Season kickoff dates

Mar 7–8, 2025

First Snow League event at Aspen Snowmass

Yunding event dates

Dec 4–6, 2025

Snow League stop at 2022 Beijing Games venue

Historical Context

5 past events · Latest: Jan 22

5 events

1. Jan 22

   Marketing campaign launch

   24h Move

   -1.3%

   Jeep launched the "Jeep Things" marketing campaign and price repositioning.

2. Jan 20

   Sports partnership

   24h Move

   -2.5%

   Jeep announced elevated X Games Aspen 2026 partnership as presenting partner.

3. Jan 15

   Product launch

   24h Move

   -1.5%

   Jeep opened nationwide orders for the 2026 Wrangler Moab 392 performance model.

4. Jan 14

   Award recognition

   24h Move

   +0.7%

   Dodge Charger multi‑energy lineup won 2026 North American Car of the Year™.

5. Jan 13

   Corporate calendar

   24h Move

   -3.4%

   Stellantis released its 2026 corporate calendar and key reporting dates.

24h Move is the share-price change in the day after each event; other market factors may also have contributed.

Key Terms

hybrid technology, all-electric drivetrains

2 terms

hybrid technology technical

"With a commitment to innovation, the Jeep brand offers a diverse lineup of vehicles powered by internal combustion engines, hybrid technology and all-electric drivetrains."

Hybrid technology combines two or more different technical approaches or systems into a single product or process so each part covers the other's weaknesses—like a car that uses both gasoline and electric power to get better fuel economy and range. For investors, hybrids can signal cost savings, competitive differentiation, lower risk from dependence on one approach, and potential for wider market appeal, but they can also mean higher development complexity and integration risk.

all-electric drivetrains technical

"With a commitment to innovation, the Jeep brand offers a diverse lineup of vehicles powered by internal combustion engines, hybrid technology and all-electric drivetrains."

All-electric drivetrains are vehicle propulsion systems that use electric motors and battery packs to move the vehicle, with no internal combustion engine or fuel-burning components. For investors, they matter because they change a vehicle’s cost structure, regulatory exposure, supply chain needs and resale value—similar to swapping a gasoline lawn mower for a battery-powered one, you get lower fuel and maintenance costs but new reliance on batteries and charging infrastructure.

AI-generated analysis. How Rhea-AI works. Not financial advice.

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NEW YORK, Jan. 26, 2026 /PRNewswire/ --

• Partnership introduces the Jeep® Biggest Air Badge, an all-new, performance-based award recognizing the Biggest Air at every league halfpipe event

The Snow League today announced Jeep® Brand as its Global Automotive Partner for a multi-season partnership, marking a powerful collaboration between one of the world's most iconic adventure brands and the League which is redefining professional winter sports. The partnership is rooted in shared values of freedom, rugged capability, and an uncompromising desire to seek adventure.

As part of the partnership, 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 February 27-28.

Jeep will showcase its latest vehicle lineup at Snow League events, including Aspen and at Laax, Switzerland, on March 19-21, giving fans the opportunity to get hands-on with new vehicle models and 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. At every event, one athlete in each of the men's and women's competitions will be awarded the Jeep Badge for "Biggest Air."

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. The award celebrates raw power, innovation, and bold approach, qualities synonymous with both elite sports performance and the Jeep brand. In addition, 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 which has existed for years. White's authentic connection to the brand reinforces the partnership's credibility and commitment to the winter and action sports lifestyle.

"Welcoming Jeep into The Snow League as our Global Automotive Partner is an exciting moment for us at the league," said Omer Atesmen, CEO of The Snow League. "Jeep is an iconic brand with adventure at its core, and together we're creating something that goes beyond traditional partnership. From introducing the Jeep Badge to delivering fun, immersive activations at our events, this partnership allows us to elevate competition, engage fans in new ways, and continue building the future of professional winter sports."

Bob Broderdorf, CEO of the Jeep brand, adds, "Jeep has been helping thrill-seekers and shredders chase snowy adventures for over 80 years. 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 recognize a few things the Jeep brand knows a ton about – power and performance out in the powder." 

The 2026 partnership will include robust social and broadcast integration, bringing Jeep storytelling directly into Snow League event coverage and digital platforms worldwide. The Snow League is available for viewing in more than 175 countries worldwide through an unprecedented lineup of television, streaming, and digital media partners spanning six continents, inviting fans everywhere to experience the action live. The complete global listings are available here.

The Snow League
Launched in June 2024, The Snow League is the first professional winter sports league dedicated to snowboarding and freeskiing. Founded by three-time Olympic gold medalist and entrepreneur Shaun White, Season One features a four-event global format boasting a $2.2 million season purse, with athletes competing to earn points to determine the overall champions. The season kicked off at Buttermilk in Aspen Snowmass (March 7-8, 2025), heading next to Yunding Snow Park, China (Dec. 4-6, 2025), where 16 of the world's top freeskiers joined the roster at the 2022 Beijing Winter Games venue. The League returns to Aspen (Feb. 27-28, 2026) and concludes at LAAX, Switzerland (March 19-21, 2026), where the first-ever Snow League World Champions will be crowned.

Follow The Snow League on X, Instagram, Facebook and YouTube.

Jeep Brand
For nearly 85 years, Jeep has been a global leader in SUVs, delivering legendary off-road capability, advanced technology and exceptional versatility for those who seek fun and adventure. With a commitment to innovation, the Jeep brand offers a diverse lineup of vehicles powered by internal combustion engines, hybrid technology and all-electric drivetrains. Built on a heritage of freedom, adventure, authenticity and passion, Jeep continues to set the standard for rugged and refined vehicles designed to conquer it all.

Follow Jeep and company news and video on:
Company blog: http://blog.stellantisnorthamerica.com
Media website: http://media.stellantisnorthamerica.com
Jeep brand: www.jeep.com
Facebook: www.facebook.com/jeep
Instagram: www.instagram.com/jeep
Twitter: www.twitter.com/jeep
LinkedIn: www.linkedin.com/company/jeep
YouTube: www.youtube.com/thejeepchannel or https://www.youtube.com/StellantisNA

 

View original content to download multimedia:https://www.prnewswire.com/news-releases/jeep-brand-becomes-official-global-automotive-partner-of-the-snow-league-302670140.html

SOURCE Stellantis

FAQ

AI-generated questions and answers. How Rhea-AI works. Not financial advice.

What does Jeep's partnership with The Snow League (STLA) include for 2026?

A multi-season global automotive partnership including event sponsorships, on-site vehicle showcases, immersive fan activations, and integrated social and broadcast content.

When and where does Jeep's activation begin for The Snow League in 2026?

Jeep activations begin at Buttermilk, Aspen Snowmass on Feb 27-28, 2026, with additional showcases at LAAX, Switzerland on Mar 19-21, 2026.

What is the Jeep Biggest Air Badge and how does it work in Snow League events?

The Jeep Biggest Air Badge is a performance-based award given to one male and one female athlete per halfpipe event for the most progressive/highest-impact "Biggest Air," regardless of final placement.

How will Shaun White be involved with Jeep and The Snow League (STLA)?

Shaun White will serve as a Global Ambassador for the Jeep brand, extending his existing relationship with the brand and supporting event activations and promotion.

Will Jeep vehicles be available for fans to see at Snow League events?

Yes; Jeep will showcase its latest vehicle lineup at Snow League events, providing hands-on opportunities for fans to view models and meet brand ambassadors.