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,” 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.”
“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,” said Bob Broderdorf, CEO of the Jeep brand. “Jeep 4×4’s belong in all the world’s playgrounds and snow is one of our favorite terrains for our vehicles to shine.”
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, head to www.xgames.com.
About 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
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
About Aspen Skiing Company:
With roots dating back to 1946 and a division of Aspen One, Aspen Skiing Company owns and operates four mountains—Snowmass, Aspen Mountain, Aspen Highlands, and Buttermilk—creating premium, sustainable, and transformative experiences in recreation, culture, and nature. In addition, the company runs the award-winning Aspen Snowmass Ski & Snowboard School, Four Mountain Sports rental and retail shops, and a collection of sustainably sourced on-mountain food and beverage outlets. Aspen Snowmass encompasses 5,680 acres of skiable terrain across four mountains, more than 40 ski lifts and more than 410 trails. Aspen One is the parent company of Aspen Skiing Company, Aspen Hospitality and Aspen Ventures and leverages its influence across all of its business units to advance climate action, community engagement and racial justice. For more information, visit www.aspensnowmass.com, www.aspen.com, or follow @aspensnowmass on Twitter, Instagram or Facebook.
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