NBC Sports, Shaun White Team Up for Winter Sports Deal

NBC Sports and Shaun White are ready to make a powder grab.

The Comcast-backed sports unit and the Olympian snowboarder have entered into a multi-year media rights deal that will have White’s new Snow League showcased on both NBC and Peacock. Both outlets will feature the league’s inaugural event from Aspen, Colorado on March 7 and 8. Four events from the league’s first season will appear live on Peacock, with encore presentations scheduled for NBC.

The Snow League, a professional winter sports league founded by White, is dedicated to snowboarding and freeskiing.

““This collaboration will showcase the incredible talent in snowboarding and free skiing and bring the thrill of the competition to a whole new level,” said White, in a statement. “We hope to inspire the next generation of athletes, and there is no better platform to help showcase our athletes and their stories than NBC Sports.”

The Snow League plans to build season-long storylines with innovative competition formats. Athletes accumulate points across the organization’s events, with the winner crowned Snow League World Champion at the end of the season. The total prize purse for The Snow League’s first season will exceed $1.5 million.

“Shaun White is a true icon and his vision for The Snow League has us excited for this next evolution in our long-time partnership,” said Joe Gesue, senior vice president, NBC Olympics & Paralympics programming & executive editor. “This innovative new venture will showcase top snowboarding and free skiing athletes at iconic venues around the world, giving world-class competitors a much-deserved spotlight and help us all build momentum heading into what promises to be a magical 2026 Winter Olympics in Milan Cortina.”

David Sternberg and Dan Granik of Range Sports served as the media advisors to The Snow League for media rights negotiations.