Jeep® Brand Becomes Official Global Automotive Partner of The Snow League
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.
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News Market Reaction – STLA
On the day this news was published, STLA declined 0.62%, reflecting a mild negative market reaction.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Market Reality Check
Peers on Argus
Ahead of this announcement, STLA was down 0.51%. Peers were mixed: LI up 0.21%, while F, HMC, XPEV, and RIVN were down between 1.02% and 2.56%, suggesting stock-specific factors rather than a clean sector-wide move.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Jan 22 | Marketing campaign launch | Positive | -1.3% | Jeep launched the "Jeep Things" marketing campaign and price repositioning. |
| Jan 20 | Sports partnership | Positive | -2.5% | Jeep announced elevated X Games Aspen 2026 partnership as presenting partner. |
| Jan 15 | Product launch | Positive | -1.5% | Jeep opened nationwide orders for the 2026 Wrangler Moab 392 performance model. |
| Jan 14 | Award recognition | Positive | +0.7% | Dodge Charger multi‑energy lineup won 2026 North American Car of the Year™. |
| Jan 13 | Corporate calendar | Neutral | -3.4% | Stellantis released its 2026 corporate calendar and key reporting dates. |
Recent product and marketing news, including multiple Jeep campaigns and a major award win, often coincided with short-term share price declines, with only the Dodge Charger award day showing a positive reaction.
Over the past weeks, Stellantis has released a series of brand- and product-focused updates. On Jan 13, 2026, it published the 2026 corporate calendar. The next day, a multi‑energy Dodge Charger lineup won 2026 North American Car of the Year™. Mid‑January brought the Jeep Wrangler Moab 392 nationwide order launch, followed by the Jeep X Games Aspen 2026 partnership and the "Jeep Things" marketing campaign. Today’s Snow League partnership continues this strategy of aligning Jeep with high‑visibility action sports and lifestyle events.
Market Pulse Summary
This announcement extends Stellantis’ strategy of positioning Jeep within high‑visibility winter and action sports. The multi‑season Snow League partnership introduces a branded performance award and integrates Jeep vehicles and storytelling across events viewed in over 175 countries. In context with recent Jeep campaigns and sports tie‑ins, it underscores a push to reinforce brand identity. Investors may watch how such partnerships translate into engagement metrics and long‑term demand for Jeep’s evolving lineup.
Key Terms
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AI-generated analysis. Not financial advice.
- 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
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
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
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SOURCE Stellantis
FAQ
What does Jeep's partnership with The Snow League (STLA) include for 2026?
When and where does Jeep's activation begin for The Snow League in 2026?
What is the Jeep Biggest Air Badge and how does it work in Snow League events?
How will Shaun White be involved with Jeep and The Snow League (STLA)?
Will Jeep vehicles be available for fans to see at Snow League events?
