When something new emerges in snowboarding, the industry doesn’t just take notice—it speculates. Rumors swirl, theories form, and somewhere in between, the truth gets a little frosted over. Enter The Snow League, Shaun White’s latest venture into the competitive scene, a circuit that aims to shake things up and, if all goes according to plan, elevate snowboarders to a level of visibility and consistency that’s been missing.
So, we figured we’d go straight to the source. SLUSH caught up with Shaun to get clarity on the things we’d been hearing—everything from ticketing structures to Olympic qualification to the inevitable "but what about slopestyle?" questions.
We’ve heard that spectating Snow League in person requires a separate ticket, not just a lift ticket. What inspired this model, and do you think it might affect attendance?
We want to deliver the highest level presentation of our sport to the fans, so we’re thinking through every detail of the guest experience. Part of that includes being able to plan for the crowds and design things with some predictability. Having ticket holders allows us to do that.
We’re proud that this is one of the lowest barriers to entry you can find for a sporting event of this stature. Qualifying Day on Friday is completely free. And Saturday is only $50, including fees, but we’re offering a 50% discount for any Colorado resident. Oh, and to make sure we’re inspiring the next generation… kids are free as well.
Are riders who compete in Snow League allowed to participate in other contests like the X Games?
Of course! The more opportunities there are for these athletes to compete at the highest level, the more awareness and adoption we’ll get from new fans.
Did you create this event because you felt other big-name competitions were missing the mark?
Yeah, I’ve just felt for so long that so many things could be better. A lot of it is just little details that all add up together to create a better experience for athletes and fans.
But it’s time to step into the future and position our athletes to be seen in the same way as other sports stars around the world. We have to give them a platform to compete for higher stakes, shine a brighter light on them, and give them the chance to build their personal brands. The consistency and frequency of The Snow League format will allow us to do that in a way that’s not been seen before.
What is the relationship between FIS and Snow League, and how were you able to make Snow League events qualifiers for the Olympics when events like the X Games were not?
It’s a small industry in the end. And of course, I’ve competed through the World Cup and Olympic system throughout my career, so we have relationships with the key players.
We’re especially close with all the nations, and in talking with them throughout this process, they’re thrilled to now have more high-level events to look at as they ultimately select their national teams to compete in the Olympics. Our events will earn athletes maximum points on the WSPL, which is what most nations are using as selection criteria for their Olympic teams.
Is there a planned or stated timeline for adding events outside of the halfpipe?
We’re pretty locked in with events for Season One, which we’re excited to announce before Aspen this March… but we’re already exploring how to scale into more events and new disciplines. It will be post-Olympics for sure, but we’re trending in the right direction.
Between Big Air, Slopestyle, and Street, what is the next priority for added events in your view?
I love them all. The diversity in disciplines is what makes our sport so unique. But we definitely have some unique ideas that are cooking, and we’re stoked to launch them.
Do you suspect Chloe Kim, who seems to be going for an Olympic run based on recent events in Copper, will enter the contest in the future?
I know Chloe is hyper-focused on training and qualifying for the Olympics right now, but it would definitely be cool to see her keep her incredible run going beyond that.
How do you watch Snow League? Is there going to be a live stream? Can you watch it from Times Square?
We have a media deal with NBC Sports, so The Snow League will air on NBC and Peacock in the United States.
Looking at Aspen specifically, fans will be able to watch both days of The Snow League live on Peacock, March 7-8. The live broadcast will begin at 11:30 am EST. It will then air on NBC at 1 pm EST on Saturday, March 29. We’ll also be announcing international broadcast partners ahead of Aspen.
What are some off-hill attractions that you are excited about? Live music? After-parties?
Besides the event, of course, the team has planned a few exciting things throughout the weekend.
On Thursday night, Sports Illustrated will be hosting a kickoff party at The Snow Lodge for all of our athletes, guests, and friends.
On Friday night, Pacifico will be hosting an event for all our fans at The Hideaway at Silver City, which should be a great time.
And then on Saturday, my good friend, six-time Grammy award-winning hip-hop artist Big Boi, will be performing at the event at Buttermilk Mountain. Fans can get their tickets here.
It is going to be a great weekend, and I’m so excited for how our first The Snow League event weekend is shaping up.
Get tickets to SNOW LEAGUE and LEARN MORE here!