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Shaun White: Building the Snow League and Redefining Snowboarding
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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.
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