Shaun White, the legendary U.S. Olympic gold medalist, is once again making waves in the world of snow sports—but this time, it’s not just on the slopes. On November 12, 2025, White appeared on CNBC’s ‘Squawk Box’ to discuss the meteoric rise of The Snow League, a professional snowboarding and free-skiing league he co-founded in 2024. The timing couldn’t have been better: the league has just secured a fresh $15 million funding round, and its future looks as dazzling as a powder day in Aspen.
The Snow League, which kicked off its inaugural season in March 2025, has quickly established itself as a powerhouse in action sports. It’s not just about the spectacle; the league has drawn attention for its athlete-first approach, offering a combined prize purse of $2.2 million and guaranteeing appearance fees for all competitors. That’s right—every athlete who shows up gets paid, a rarity in the world of action sports and a move that’s been widely applauded by competitors and fans alike.
"This round of funding represents a significant milestone for us. We are honored to welcome our new investors and are deeply appreciative of the continued support from our existing partners," White said in a press release. "Their confidence reflects the strength of our vision to build a world-class platform for winter sports, uniting athletes, fans, and partners through a shared passion for competition and progression."
So, who’s backing this bold vision? The latest funding round was anchored by a roster of heavy hitters in the venture capital and sports investment world. 359 Capital, a firm with deep roots in global sports media and entertainment, led the charge, bringing not only capital but also strategic expertise. Michael Spirito, managing partner at 359 Capital, told SBJ, "Content strategy and monetization will be an important piece to the puzzle. A lucrative opportunity exists in snow sports, and we are excited about TSL’s prospects to be a leader in the space. Captivating content and IP move the needle, and TSL has what it takes to make huge strides, especially in an Olympic year."
Joining 359 Capital in the latest round are BITKRAFT Ventures—an investment platform at the intersection of gaming, immersive tech, and digital assets with over $1 billion under management—and WISE Ventures, the investment arm of the Wilf family, owners of the Minnesota Vikings and Orlando City SC. Other new investors include Fenway Sports Group’s Linda Henry, CAZ Investments, Hillhouse Investment, Trenches Capital, Purchase Capital, Alumni Ventures, FJ Labs, Fresh Tape Media, and Range Group. Existing backers such as Ares Management, Bolt Ventures, Ryan Sports Ventures, Boardroom Sports Holdings, Kuvare Holdings, and Left Lane Capital doubled down on their support.
All told, the $15 million haul is set to supercharge The Snow League’s ambitious plans for the 2025-26 season and beyond. The league’s leadership isn’t shy about its global aspirations. The new funding will fuel expanded operations, enhance event production, grow media properties, and drive partnerships with global brands. The action kicks off at Yunding Snow Park in China from December 4-6, 2025, with the league’s first-ever freeskiing event. Some of the sport’s biggest stars are slated to compete, including Nick Goepper, Zoe Atkin, Eileen Gu, Birk Irving, Svea Irving, Hanna Faulhaber, David Wise, and Hunter Hess.
But that’s just the start. After the Chinese opener, The Snow League will make its much-anticipated return to Aspen, Colorado, from February 26-28, 2026. The season finale will take place in LAAX, Switzerland, from March 19-21, 2026, right on the heels of the 2026 Milan-Cortina Winter Olympic Games. The league’s alignment with NBC Sports and Peacock as official broadcast partners in the U.S. is another major coup, giving fans across the country front-row access to all the high-flying action.
The Snow League’s format is a breath of fresh, alpine air. Unlike traditional competitions, the league brings together a mix of halfpipe, freeskiing, and snowboarding events in a one-of-a-kind circuit. Its debut event at Aspen Snowmass in March 2025 set the tone, boasting a record-setting $2.2 million purse for snowboarding and drawing top athletes from around the globe. The promise of guaranteed appearance fees has helped attract a deep field and foster a sense of community among competitors.
This athlete-centric approach is no accident. White, who knows firsthand the challenges and triumphs of the snow sports world, has been vocal about his desire to create a league that rewards talent, effort, and showmanship. "We wanted to make sure that every athlete who commits to our league feels valued and supported," White explained during his CNBC appearance. "It’s about building something sustainable for the future of the sport."
The investment community has taken notice. Action sports, long considered a niche, have seen a surge of interest from venture capitalists and sports conglomerates. The Snow League’s ability to attract both blue-chip and emerging investors signals a broader shift in how winter sports are perceived—not just as thrilling entertainment, but as a viable and growing business opportunity.
With the 2026 Winter Olympics on the horizon, the timing couldn’t be better. NBC’s dual role as broadcast partner for both the Olympics and The Snow League offers a unique synergy, allowing the league to capitalize on Olympic momentum and introduce its format to a global audience. Investors and league officials alike are betting that the next wave of snow sports fans will be hooked by the league’s blend of elite competition and cutting-edge production.
Industry insiders are already buzzing about the league’s global expansion. The choice of venues—China, Colorado, and Switzerland—underscores The Snow League’s commitment to reaching new markets and showcasing the sport’s international appeal. Each stop on the tour promises its own flavor, from the high-altitude drama of Yunding Snow Park to the iconic slopes of Aspen and the freestyle haven of LAAX.
As the 2025-26 season approaches, anticipation is building. Will The Snow League deliver on its promise to revolutionize snow sports? With a star-studded athlete roster, deep-pocketed investors, and a visionary like Shaun White at the helm, the odds look good. The world will be watching as the league carves its own path—and maybe, just maybe, sets a new gold standard for winter sports.
For now, all eyes are on Yunding Snow Park, where the season’s first flakes and first tricks will set the tone for what’s shaping up to be an unforgettable year in snow sports. With the momentum of a fresh funding round and a calendar packed with marquee events, The Snow League is poised to make headlines—and history—in the months ahead.
