Shaun White: Building the Snow League and Redefining Snowboarding

Episode Description:

In this episode of On Stage, Olympic gold medalist and action sports icon Shaun White joins Sports Business Journal staff writer Chris Smith for a strategic conversation that took place on May 21, 2025, at SBJ’s 4se event in New York City.

White shares his vision behind The Snow League, a new venture designed to bring structure, visibility, and commercial potential to competitive snowboarding—while capturing a broader, global audience. Blending his experience as a world-class athlete with lessons from brand-building and entrepreneurship, White covers:

• The Genesis of The Snow League: Why he created it and how it fills a gap in the winter sports ecosystem.
• Athlete Empowerment & Event Design: Reimagining competition formats, travel, and athlete schedules to prioritize sustainability, fan engagement, and fairness.
• Brand Building & Cultural Influence: How White views storytelling, content, and creator partnerships as central to growing snowboarding’s mainstream appeal.
• Long-Term Vision and Investments: How he’s positioning The Snow League as a platform for the next generation and additional investments he’s been making in sports.

It’s a future-focused, candid conversation with one of the most recognizable names in sports—now shaping his next legacy as a league builder and business visionary.