Jeep® Brand Returns to X Games Aspen 2026 With Elevated Partnership as First-Ever Presenting Partner and Exclusive Automotive Partner
The newly minted X Games Aspen 2026 Driven by Jeep® marks a major milestone in the long-standing relationship between the two iconic brands
X Games is returning to Buttermilk for the twenty-fifth consecutive year from January 23–25, 2026, and has officially announced the return of the Jeep® brand with a significantly expanded partnership. For the first time ever, the Jeep brand will serve as the presenting partner of the event and return to its previous role as the exclusive automotive partner, underscoring more than two decades of collaboration built on performance, adventure, and innovation.
The world’s most renowned action sports and music festival will be officially recognized as X Games Aspen 2026 Driven by Jeep®, and will spotlight the brand’s “go anywhere, do anything,” core motto. Throughout the 3-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.
“Bringing the Jeep brand back to Aspen as our first-ever presenting partner is a huge win for 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.”
– Cherie Cohen, Global Chief Revenue Officer of X Games
“Back and bigger than ever as the presenting sponsor of this year’s X Games Aspen, we look forward to delivering unforgettable experiences that celebrate the Jeep brand’s passion for pushing boundaries. Jeep 4×4’s belong in all the world’s playgrounds and snow is one of our favorite terrains for our vehicles to shine.”
– Bob Broderdorf, CEO of the Jeep brand
X Games Aspen 2026 Driven by Jeep will bring together more than 150 of the world’s best ski, snowboard, and snowmobile athletes and 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 4pm MT.
For more details about X Games Aspen 2026 Driven by Jeep, including the full competition schedule, music line-up and information on competing athletes, and more, click here.
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.
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