All Images: Courtesy of Winter Games NZ
Eileen Gu has partnered with The Snow League (TSL), becoming an official global ambassador for the new halfpipe competition circuit. The news comes as TSL prepares to add freeskiing to the lineup at the next event in Beijing, China on December 4 – 6, 2025.
Gu might be the most influential skier on the planet, tied with that one quiet French guy. Her accolades and authority extend into many niches beyond the usual freeski atmosphere. It wouldn’t be a stretch to say that at this point, Gu is becoming a normal name in pop culture. She’s swayed the zeitgeist in the world of fashion, made waves with a Sports Illustrated feature, is currently pursuing a physics degree at Stanford University and, of course, has come to dominate women’s halfpipe skiing in recent years.
All this to say, there are many positive aspects Gu brings to the table as an ambassador for The Snow League. Her social clout is extreme, but her skiing prowess can’t be understated. As the winningest skier in FIS Freeski World Cup history, it’s no surprise that Shaun White would want her on board.
“Eileen represents everything The Snow League stands for: greatness, creativity, and a relentless drive to push boundaries,” said White when discussing the latest announcement. “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.”
It seems as though Gu is equally as excited about the deal, stating, “I’m excited to join The Snow League not just as an athlete, but as a stakeholder in the future of our sport. 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.”
So far, we’ve seen one stop from The Snow League. The inaugural competition was held at Buttermilk Mountain in Aspen, Colorado on March 7 – 8, 2025. Judging by feedback from the snowboard community and recaps online, it seemed to be well executed and well received. But taking it overseas to China is another beast, which is where the second of the four Season One tour stops will be held in December of 2025.
And with the addition of freeskiing, we’ll be paying even closer attention. But that’s not only because we want to watch more spins. The Snow League is doing something no one has done before by blending skiing and snowboarding into one new tour and offering the largest cash purse ever offered in snow sports, a staggering $2.5 million up for grabs each season.
Will this massive sum of money and new sponsorships create a better atmosphere and economic situation for fans and athletes alike? Time will tell, but it seems like TSL is on the right path.
With 16 skiers set to join this December, FREESKIER will be sure to keep you updated as The Snow League heads to China (Dec. 4–6, 2025), Aspen (Feb. 26–28, 2026) and LAAX, Switzerland (March 19–21, 2026).
