The Snow League: Redefining Winter Sports with Shaun White
The Snow League, a new professional winter sports league launched in June 2024 by Shaun White, is set to make its mark on the global stage. Featuring snowboarding and freeskiing, Season One consists of four international events with a $1.6 million prize purse and a points-based championship. The season begins at Aspen Snowmass, continues in China, and concludes in Switzerland, where the first Snow League World Champions will be crowned. With its inaugural season commencing at Buttermilk in Aspen Snowmass on March 7-8, 2025, the league is attracting significant attention, both from sports enthusiasts and major corporate partners. Warner Bros. Discovery (WBD) Sports Europe has secured multi-year rights to The Snow League, signaling a broad reach across Europe. This partnership ensures live streaming on Max and discovery+, along with highlight programs on WBD's linear channels. This European distribution, as noted by Trojan Paillot, SVP Sports Rights Acquisitions and Syndications at WBD Sports Europe, aims to expand winter sports' reach, serving dedicated fans and attracting new audiences leading up to the Milano Cortina 2026 Winter Olympics. The league's format is designed to deliver season-long intensity, with events at iconic resorts like Yunding Secret Garden in Beijing and LAAX, Switzerland. The inclusion of both snowboarding and freeskiing, starting with the Beijing event in December 2025, broadens the league's appeal. The presence of top athletes, including Olympic and World Champions like Ayumu Hirano, Chaeun Lee, Queralt Castellet, and Sena Tomita, adds a layer of prestige and competitive excitement.
The Snow League has secured partnerships with major brands. Marriott Bonvoy, INEOS Automotive, Pacifico®, Hublot, and Tiffany & Co. are among the league's initial corporate partners. These partnerships extend beyond simple sponsorship, with activations ranging from VIP experiences and official transport to trophy provision and timekeeping. Marriott Bonvoy, for example, has created exclusive "Moments" experiences for its members, including private mountain experiences with Shaun White. Omer Atesmen, CEO of The Snow League, emphasizes the league's mission to "reshape the future of winter sports competition," and the importance of partnerships in showcasing talent on a global stage. The league's representation by Range Sports further underscores its strategic approach to media rights and commercial partnerships. The Snow League's structure, with a $1.6 million prize purse and a points-based championship, aims to create a compelling narrative throughout the season. The league's focus on athlete development and live entertainment, as noted by Atesmen, aligns with the evolving landscape of sports broadcasting and fan engagement. With a combination of established athletes, strategic partnerships, and broad media distribution, The Snow League is positioned to make a significant impact on the world of winter sports.
