Jeep and The Snow League: LAAX Final and Season One Results

Jeep partners with The Snow League as LAAX hosts the first season finale, where champions are crowned and the new Compass is presented to the public.

Jeep became the global automotive partner of the new professional winter sports league The Snow League, and the collaboration immediately moved beyond traditional sponsorship. The first season concluded in LAAX, Switzerland, where both the league champions were crowned and the brand showcased its broader strategy across sport, media and product.

The league itself is a recent addition to the winter sports landscape. Launched in June 2024 by three-time Olympic gold medalist Shaun White, The Snow League is the first professional competition fully dedicated to halfpipe disciplines in snowboarding and freeskiing. From its debut season, it reached a global scale, with events held in the United States, China and Europe, and broadcasts available in more than 175 countries. That reach helps explain why an automotive brand chose this platform for long-term involvement.

The season followed a four-event structure, from Aspen to LAAX, with a total prize purse of $2.2 million. The Swiss final became the defining moment of the year, determining the first-ever champions. Sena Tomita and Yuto Totsuka secured the overall snowboard titles, while Eileen Gu and Luke Harrold topped the standings in freeski. Notably, the winners of the LAAX event itself differed from the overall champions, underlining the distinction between stage victories and season titles.

The competition format also set the league apart. Athletes competed in head-to-head knockout battles, progressing through quarterfinals, semifinals and finals, with each matchup decided by the best two runs out of three. This structure increases clarity and intensity, aligning with the league’s focus on a broader audience.

Jeep’s partnership with The Snow League is designed as a multi-season agreement and extends into the competition itself. One example is the Jeep Badge for Biggest Air, awarded to athletes achieving the highest and most progressive amplitude, regardless of final ranking. In LAAX, Brendan Mackay and Zoe Atkin earned the award in freeski, while Kaishu Hirano set a record height in snowboarding.

The choice of LAAX as the final venue reflects its status as a leading halfpipe destination. The resort regularly hosts major international events, and the three-day finale combined competition with additional programming, turning it into a full-scale sports and media experience.

Alongside the sporting action, Jeep used the event to present the new Compass. Built on the STLA Medium platform and designed with Europe as its primary market, the model features hybrid and fully electric versions, including a variant offering up to 650 km of range. It also includes a digital instrument cluster, a large infotainment display, over-the-air updates and Level 2 autonomous driving capabilities.

The combination of sport, product exposure and global media distribution highlights how automotive brands are reshaping their role in sports partnerships. In this case, Jeep is not simply present at events, but integrated into a broader ecosystem where competition, broadcast and user experience converge.