Dive Brief:
- Jeep has expanded its partnership with X Games and will serve as presenting partner for the first time, while also returning to the role of exclusive automotive partner, the automotive brand said in a press release.
- The sports and music festival taking place this month will be officially known as X Games Aspen 2026 Driven by Jeep. Additionally, Jeep will have full ownership of slope-style competitions, branding throughout the event, broadcast visibility, linear TV and streaming co-branded graphics, product placement, social content and other activations.
- The expanded partnership puts the brand front-and-center, both on-site and on broadcast and streaming channels, at a time when the X Games is seeing increased viewership, especially among younger consumers, as interest in niche sports grows.
Dive Insight:
Jeep is looking to deepen its association with adventure and extreme sports via a partnership spanning in-person and digital strategies for the X Games Aspen 2026, which will take place Jan. 23-25 at Buttermilk Mountain in Colorado. The X Games tie-up could help the auto brand court new drivers as Jeep’s parent company, Stellantis, continues to struggle. Sales of the Jeep brand are down 40% since 2018, largely driven by price increases and customer alienation.
Over a dozen Jeep vehicles will be at the X Games event, including new models such as the 2026 Jeep Wrangler Whitecap. The limited-edition vehicle is part of an ongoing “Twelve 4 Twelve” initiative, which sees a new limited-edition Jeep dropped every month over the course of 12 months. The brand’s presence will also include shuttle service on the mountain in a Jeep Grand Wagoneer and a heated area, the Jeep Base Camp, for on-site viewers and Jeep athlete ambassadors, who will be available for photo opportunities. On-site courses will be decorated in Jeep brand colors and signage while the automaker will also present the Jeep Golden Grille Award to two athletes.
On linear TV and streaming platforms, Jeep integrations will run in both the live and video-on-demand coverage on ESPN+, Roku, YouTube and other streaming platforms. The brand will also have a significant social media presence, with content appearing across athlete, Jeep and X Games channels.
Consumer interest in niche sports has been growing, giving a boost to the X Games. Last year’s Salt Lake City iteration saw a 12% year-over-year viewership increase across ESPN platforms. When looking at the 25-34 age demographic, the increase jumped to 74%. Among 12-17 year olds, viewership increased 328%.
In September of 2025, the X Games unveiled a significant rebrand, including a new brand identity, logo and aesthetic. Also announced at that time was the team-based X Games League, which will debut in 2026. Monster Energy is a founding partner of the league, part of the energy drink’s largest global sponsorship in its history.
U.S. shares of Stellantis, which was formed via a merger of Fiat Chrysler and Groupe PSA in 2021, are down approximately 43% over the last five years. A combination of high leadership turnover, an overwhelming number of new products and a foray into luxury has led to six straight years of sales decline for Jeep.
However, there are some signs of recovery for the company. Third-quarter net revenue was up 13% year-over-year, largely driven by growth in key regions, including North America, according to an earnings press release. U.S. sales increased 6% year-over-year, propelled by increased momentum across the Jeep, Ram, Chrysler and Dodge brands.
