Let it Snow! Jeep® Brand Returns to X Games Aspen 2026 With Elevated Partnership as the First Presenting Partner and Exclusive Automotive Partner
Rhea-AI Summary
Stellantis (NYSE: STLA) announced that Jeep will return as the presenting partner and exclusive automotive partner for X Games Aspen 2026, running Jan 23–25, 2026. Jeep holds naming rights for Slopestyle courses and owns all four Slopestyle competitions, will present the Jeep Golden Grille Award, stage athlete activations including Jamie Anderson, and showcase more than a dozen vehicles on Buttermilk Mountain including 2026 Wrangler Whitecap, Wrangler Rubicon X, Gladiator and the all‑new Recon. Partnership includes broadcast, streaming, social and on‑site integrations across ESPN+, Roku, YouTube and linear TV.
Positive
- Jeep is the event presenting partner and exclusive automotive partner
- Jeep owns naming and course rights for all four Slopestyle competitions
- Broadcast and streaming integration across ESPN+, Roku, YouTube and linear TV
- On‑site showcase of 12+ vehicles including 2026 Wrangler Whitecap and Recon
Negative
- Activation is time‑limited to the three‑day event (Jan 23–25, 2026)
- No sponsorship financial terms or committed multi‑year spend disclosed
News Market Reaction
On the day this news was published, STLA declined 2.50%, reflecting a moderate negative market reaction.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Market Reality Check
Peers on Argus
STLA was down 4.19% while peers were mixed: LI up 0.43%, F, HMC, XPEV and RIVN down between 0.36% and 3.05%. No peers appeared in the momentum scanner, suggesting a stock-specific move rather than a broad sector rotation.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Jan 15 | Vehicle launch | Positive | -1.5% | Nationwide orders opened for high-performance Jeep Wrangler Moab 392 model. |
| Jan 14 | Award recognition | Positive | +0.7% | All-new multi-energy Dodge Charger lineup won 2026 North American Car of the Year™. |
| Jan 13 | Corporate calendar | Neutral | -3.4% | Published 2026 calendar with earnings dates and Annual General Meeting schedule. |
| Jan 12 | Auto show lineup | Positive | -3.4% | Showcased new Jeep, Ram, Dodge and Chrysler models plus a $13 billion U.S. investment. |
| Jan 12 | Special edition launch | Positive | -4.2% | Introduced Jeep Wrangler 85th Anniversary edition and Gladiator 85th edition pricing. |
Recent product and event news often carried positive tone but was followed by negative price reactions, indicating a pattern of selling into upbeat headlines.
Over the past weeks, Stellantis has highlighted several Jeep- and Dodge-focused launches and events. These include the Jeep Wrangler Moab 392 orders, a 2026 North American Car of the Year™ win for the Dodge Charger lineup, the release of the 2026 corporate calendar, a major $13 billion U.S. investment with new vehicles at the 2026 Detroit Auto Show, and a Jeep Wrangler 85th Anniversary edition. Despite constructive news, shares often reacted negatively, framing today’s X Games partnership within a cautious trading backdrop.
Market Pulse Summary
This announcement expands Jeep’s long-running collaboration with X Games, adding presenting-partner status, course naming rights and extensive broadcast and social integration. It reinforces Jeep’s focus on lifestyle branding and snow-focused capability messaging. In context of earlier partnerships in entertainment and mobility, investors may monitor how such visibility initiatives intersect with upcoming financial milestones and product launches highlighted in Stellantis’ recent news flow.
Key Terms
vod technical
AI-generated analysis. Not financial advice.
AUBURN HILLS, Mich., January 20, 2026 /PRNewswire/ --
- The newly minted X Games Aspen 2026 Driven by Jeep® marks a major milestone in the long-standing relationship between the two iconic adventure brands
- Jeep brand has full ownership of all four Slopestyle competitions: Men's Snowboard Slopestyle, Women's Snowboard Slopestyle, Men's Ski Slopestyle and Women's Ski Slopestyle, ensuring Jeep owns the most iconic competition stage at X Games Aspen
- The Jeep Golden Grille Award (men's and women's) will celebrate two athletes whose performances best embody the Jeep brand's enduring spirit of freedom, adventure and passion. The award will be integrated across the full ecosystem
- Jeep athlete ambassadors, including snowboarder Jamie Anderson, to make photo appearances with attendees inside Jeep Base Camp during the three-day event
- Attendees can view action of the Slope and Half-Pipe from inside the heated Jeep Base Camp, located at the base of Buttermilk Mountain, with seating, Jeep-branded beignets, and hot chocolate while it lasts
- Spin-to-win prizes inside Jeep Base Camp include blankets, hand warmers, lip balm and sunglasses
- Jeep brand will have more than a dozen vehicles on-site across the mountain, including the newly announced 2026 Jeep Wrangler Whitecap, 2026 Jeep Wrangler Rubicon X, 2026 Jeep Gladiator and the all-new 2026 Jeep Recon
- Jeep Grand Wagoneer to provide shuttle service on Buttermilk Mountain
Jeep® brand announces its return to X Games with a significantly expanded partnership for its 25th run on Buttermilk from January 23–25, 2026. For the first time, the Jeep brand will serve as the presenting partner of the event while returning to its previous role as the exclusive automotive partner, underscoring more than two decades of collaboration built on performance, adventure and innovation. The partnership will include broadcast, linear, social, digital and experiential extensions.
The world's most renowned action sports and music festival, officially recognized as X Games Aspen 2026 Driven by Jeep, will spotlight the brand's "go anywhere, do anything" core motto. Throughout the three-day event, fans can expect enhanced on-site integrations, athlete-driven experiences, snow-ready vehicle showcases and custom content that celebrates the shared spirit of freedom and expression embodied by both Jeep and X Games.
"There's no better vehicle to get drivers to the slopes than our legendary Jeep 4x4s," said Bob Broderdorf, CEO Jeep brand. "Snow is absolutely one of our favorite terrains to tackle, so with that in mind, we're back and bigger than ever as the presenting sponsor of this year's X Games Aspen, where sports and like-minded outdoor enthusiasts who hold the shared passion to seek adventure and blaze their own paths can shine. Attendees will also be able to get up close to our vehicles, including the Jeep Wrangler Whitecap edition, built specifically in mind for our snow enthusiasts, and recently revealed as part of our yearlong Twelve 4 Twelve product launch initiative."
"Bringing the Jeep brand back to
X Games Aspen 2026 Driven by Jeep will bring together more than 150 of the world's best ski, snowboard and snowmobile athletes, as well as top musical performances by Alesso, Disco Lines and more, for an electrifying weekend of competition, culture and fan engagement. All events will be free and open to the public during the day with tickets required after 4 p.m. MT.
The partnership also includes:
- Event Naming Rights: The event name, officially recognized as the X Games Aspen 2026 Presented By Jeep, will be integrated into the event's lock-up logo, social media, broadcast graphics and on-air mentions
- Jeep Golden Grille Award: The Jeep Golden Grille Award (men's and women's) will celebrate the athletes whose performances best embodies Jeep brand's enduring spirit of freedom, adventure and passion. The award will be integrated across the full ecosystem
- Course Entitlement: Jeep has official naming rights for all Slopestyle competitions, including Jeep Men's Ski Slopestyle. This includes consistent branding, graphics, on-air mentions and social exposure across all platforms
- Course Feature Entitlement: The Slopestyle Course will be infused with the Jeep brand essence, including brand colors, signage and strategic placement of Jeep vehicles within key course features for maximum visibility
- Competition Entitlement: Jeep brand will have full ownership of all four Slopestyle competitions: Men's Snowboard Slopestyle, Women's Snowboard Slopestyle, Men's Ski Slopestyle and Women's Ski Slopestyle, ensuring Jeep owns the most iconic competition stage at X Games Aspen
- Premium Broadcast Visibility: Jeep will dominate the broadcast footprint with a commanding signage plan. High-impact placements within competition courses, across the venue, and within the overall event environment ensure Jeep is synonymous with the most thrilling moments of X Games
- Vehicle Integration: Jeep vehicles, including the newly announced 2026 Jeep Wrangler Whitecap, 2026 Jeep Wrangler Rubicon X, 2026 Jeep Gladiator and all-new 2026 Jeep Recon, will be strategically positioned around the venue, such as near podiums, VIP Chalets, the Music Stage and integrated into the competition environment, reinforcing Jeep brand's role as both functional and aspirational
- Linear Television & Streaming Co-branded Graphics: The event lockup will be included in opening and closing graphics, billboards and lower thirds throughout the entire event; branding included in all Slopestyle competitions via custom graphics; Jeep Hat Chip logo to rotate in upper left scoreboard position and dominant share of voice during broadcast
- Broadcast Features: Custom Jeep brand broadcast features designed for linear and streaming platforms that will feature Jeep logo, branding, voiceover mention and vehicles
- Product Placement: Strategic placement of Jeep 4x4 vehicles or branding will be integrated into broadcast shots
- Streaming/VOD: All features, graphics and product placements to run in both live and VOD coverage on ESPN+, Roku, YouTube and/or other streaming platforms
- Custom Social Content: Social media channel content pieces optimized for social platforms. Content will be distributed across Jeep brand, X Games and athlete-owned channels
- On-site Integration & Fan Engagement: The Jeep Brand Ambassador athletes, including snowboarder Jamie Anderson, will appear in Jeep-branded activations on-site, available for fan interaction, photo and meet-and-greet opportunities
- Premium Social Plan: Social media content across @xgames handles, including Instagram, Facebook, X (Twitter), TikTok and YouTube, leading up to and throughout the event includes promotional posts for the event, custom broadcast features, custom social content, athlete content and Jeep Slopestyle content
For more details about X Games Aspen 2026 Driven by Jeep, including the full competition schedule, music lineup, information on competing athletes and more, visit xgames.com.
X Games
Since 1995, X Games has defined action sports—from Tony Hawk's 900 to Shaun White's halfpipe dominance to the rise of BMX and skateboarding as global forces. Over 30 years, it has become more than a competition: it's a cultural touchstone, blending sports, music, fashion and community. For more information, visit www.xgames.com or follow @xgames on TikTok, X, Instagram or Facebook.
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 role will Jeep (STLA) have at X Games Aspen 2026?
When is X Games Aspen 2026 Driven by Jeep and where is it held?
Which Jeep vehicles will be showcased at X Games Aspen 2026?
How will Jeep appear in broadcast and streaming coverage for X Games Aspen 2026?
Will fans be able to meet athletes at Jeep activations during X Games Aspen 2026?
Are X Games Aspen 2026 daytime events free to the public?
