Shaun White spent his career competing in halfpipe events and bringing home medals. Now, the Olympic and X Game snowboarding icon has landed a deal for a halfpipe skiing and snowboarding TV show. The Snow League will showcase some of the best skiers and riders in the world. It will also highlight head-to-head halfpipe competitions at ski resorts around the globe.
On Nov. 19, 2024, NBC and Peacock announced the multiyear media rights agreement with White. The Snow League will premiere as both a competition and a live-streamed NBC production at its inaugural event in Aspen this March.
“I’m so excited about this partnership for The Snow League with NBC Sports,” White said in a press release. “This collaboration will showcase the incredible talent in snowboarding and freeskiing and bring the thrill of the competition to a whole new level.”
Throughout the series, competition events will take place at top-tier locations across multiple continents. According to the press release, additional locations will be announced in the coming months.
“Shaun White is a true icon, and his vision for The Snow League has us excited for this next evolution in our long-time partnership,” Joe Gesue, senior vice president of NBC Olympics & Paralympics programming, said.
Shaun White & The Snow League: Premiering This March
The Snow League was first announced as a competition in June 2024 at the Cannes Lions International Festival of Creativity in Cannes, France. White promised it would be the first sports league dedicated solely to snowboarding and freeskiing. The event will be a four-stage global competition. The first leg will be held at Aspen Snowmass’ Buttermilk Mountain in March 2025.
As one would expect from White, all four competition events will be focused on men’s and women’s snowboard and freeskiing halfpipe. Athletes will earn points based on their results from each event. At the end of the season, the point total will reveal the “Snow League World Champion.”
The first event in Aspen will be strictly snowboarding. Freeskiing will be introduced at The Snow League’s second event later in the year.
“We hope to inspire the next generation of athletes,” White said. “And there is no better platform to help showcase our athletes and their stories than NBC Sports.”
As with its Olympic coverage, NBC will highlight the athletes’ compelling backgrounds and stories through The Snow League. As the 2026 Cortina, Italy, Winter Olympic Games loom on the horizon for the world of pro snow sports, this competition will help build momentum and excitement ahead of the big event.
The Snow League’s first competition will take place March 7-8 only on NBC and Peacock. The competition will be live-streamed on Peacock and replayed on the NBC broadcast network afterward.
Shaun White: Living the Halfpipe Dream
Despite retiring in February 2022 following his performance at the Beijing Winter Olympics, White has stayed busy. Not long afterward, in October 2022, he launched his own line of snowboarding apparel and equipment called Whitespace. GearJunkie spoke with White about retired life and his new project when he launched the brand.
Over the course of his competitive career, he won 15 X Games gold medals and three Olympic gold medals. This new endeavor with NBC is an extension of both his career as an Olympic snowboarder and as an entrepreneur.
Now, White not only has his athletic legacy and his own snowboard brand, but he also has his own global halfpipe competition and a multiyear deal with NBC and Peacock to cover it.
“I have so much gratitude for the rider culture that I was able to compete within,” White is quoted on The Snow League’s website. “That’s why my next journey is to be a teammate, working with the best of the best to pave the way towards a limitless new era for the next generation.”
