Jeep is the annual event's exclusive automotive sponsor.
This year, Jeep celebrates 20 years as the exclusive automotive sponsor of the X Games, the extreme sports equivalent of the Olympics.
The X Games started in 1994 in a much more relaxed manner that allowed, for example, Tony Hawk to overrun his allotted time in 1999 and, after 10 attempts, land the first ever skateboard 900 - a 900-degree (2.5 turns) spin on a vert ramp. The X Games is a much tighter run event now and has gained prominence through top-name athletes and consistent attendance, buoyed by big-name sponsors, including Jeep, since 2003.
Jeep starts its celebration at the X Games Aspen 2023, which used to be branded as Winter X Games.
The event kicks off on Saturday, January 28, with the Jeep Women's Snowboard Slopestyle event. The brand will also present the Jeep Presents: X Games Aspen Best in Snow title to one athlete at the event's conclusion on Sunday, January 29. The winner will leave with a Jeep Golden Grille X Games Award, noting the honor.
"Our 20-year partnership with the X Games has provided an authentic venue for the Jeep brand to engage with sports and like-minded outdoor enthusiasts who share an uncompromising desire to seek adventure and blaze their own path, one that isn't defined by boundaries," said Jim Morrison, senior vice president and head of Jeep brand North America."
Jeep will have a massive presence at the games with vehicles on display at the start line, slopestyle course, the corral, TV host set, and the Jeep Theater. On TV and live streaming coverage, it will be hard to miss the presence of specific top-trim models like the Wrangler 4xe Rubicon, Gladiator Rubicon, Wrangler 4xe Willys, Grand Cherokee 4xe Trailhawk, and Grand Cherokee 4xe Summit.
For those who spend some time watching the action from the outdoor Jeep Theater, attendees can enter sweepstakes to win $100,000 toward any eligible Jeep brand vehicle.
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