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Let it Snow! Jeep® Brand Returns to X Games Aspen 2026 With Elevated Partnership as the First Presenting Partner and Exclusive Automotive Partner

prnewswire.com
STLA Stellantis, the parent company of Jeep, is expanding its partnership with X Games, becoming the presenting sponsor. This indicates a strong commitment and positive outlook for the Jeep brand's marketing and engagement efforts, suggesting potential for increased brand visibility and sales.

AUBURN HILLS, Mich., January 20, 2026 /PRNewswire/ --

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 Aspen as our first-ever presenting partner is a huge win for X Games," said Cherie Cohen, global chief revenue officer of X Games. "They have been an indispensable part of X Games for over 20 years, and we're thrilled to elevate this relationship to a new level. Together, we're raising the bar for athlete and fan experiences and bringing the Jeep brand's commitment to excellence to the epicenter of winter sports."

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:

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

SOURCE Stellantis