Eileen Gu Joins Snow League as Global Ambassador
Two-time Olympic freeskiing gold medalist and global winter sports icon Eileen Gu has officially joined The Snow League, the recently launched professional league for snowboarding and freesking founded by Shaun White, as a global ambassador.
The partnership marks a powerful alignment of two of the most influential figures in winter sports, platforming snowboarding and freeskiing together in an unprecedented competition with the leading athletes in each discipline competing for a $2.5 million season purse.
The addition of Gu comes as the league prepares for its next major event to be held near Beijing, China on December 4 – 6, 2025, at Yunding Secret Garden. The event will also mark the official debut of freeskiing in the league’s lineup, expanding its platform to celebrate one of the fastest growing, progressive and exciting sports on snow.
The second event of the Snow League’s inaugural season will take place at the iconic venue of the 2022 Beijing Winter Games, where Gu made history by becoming the only action sports athlete to win three medals—two golds and a silver—at a single Games.
A global icon known for redefining what’s possible on the slopes and beyond, Gu brings her voice, vision and influence to The Snow League at a pivotal moment for the future of winter sports. As an ambassador, she will help lead the league’s efforts to empower the next generation of athletes, promote inclusivity and innovation in the sport, and elevate the global visibility of competitive winter sports events.
“I’m excited to join The Snow League not just as an athlete, but as a stakeholder in the future of our sport,” said Gu. “Shaun has always been a pioneer in snowboarding, and together we’re building something that will inspire young athletes and grow the community in innovative and fresh ways.”
The Snow League is rewriting the playbook for winter sports competition with this athlete-led and focused approach, fusing world-class performance with compelling storytelling, immersive fan experiences, and expanded opportunities for athletes on a global scale. With Eileen Gu on board, the league gains more than star power; it gains a game-changing voice that bridges sport, culture, and the next generation.
“Eileen represents everything The Snow League stands for: greatness, creativity, and a relentless drive to push boundaries,” says White. “The Snow League is doing what no other winter sports league has done—bringing together world-class venues, premium global partners, and high-profile investors to create an experience that elevates both the athletes and the sports themselves. Having Eileen on board as both a global ambassador is not only an asset for the league, but also for the future of winter sports, and I’m so proud to have her as a partner on this journey.”
Omer Atesmen, CEO of The Snow League, adds “Eileen Gu embodies the spirit of The Snow League’s mission—proving that athletes can not only excel in their sport, but also succeed as leaders, innovators, and cultural forces beyond the field of play.”
