“It’s an honor to still be doing this, and it’s an honor to have this last chance to say goodbye, to say thank you for everything,” Shaun White shared with heartfelt emotion after his final ride in Zhangjiakou back in 2022. That moment marked the end of an extraordinary chapter as the three-time Olympic gold medalist and snowboarding legend retired from the sport after competing in the men’s halfpipe final at the Beijing Winter Olympics. Though he finished just shy of the podium, the legacy he left behind sparkles brighter than any medal.

Now, even after stepping away from the slopes, Shaun White continues to command the spotlight—not for his daring moves on the snow, but for his visionary pursuits off it. Recently, he made waves by announcing The Snow League, a groundbreaking event set to redefine snowboarding. But before we dive into the snow-packed excitement, White dropped another bombshell—he’s signed a major broadcasting deal to bring his big dreams to life.

On November 19, NBC Olympics and Paralympics lit up X with an exciting announcement, showcasing snowboarding legend Shaun White and his latest venture. The post read, “Snowboarding icon Shaun White’s new Snow League will showcase the world’s best winter sports athletes at the most iconic resorts around the globe.” But that was just the beginning—Shaun, ever the visionary, later sat down with NBC to share even bigger news. In an exclusive chat, he revealed that The Snow League had secured major broadcasting rights with none other than NBC itself.

With his usual enthusiasm and passion, Shaun White shared his excitement for the new era he’s set to usher in: “I want to usher in a new era for the sports. So, I’m so excited, stay tuned for The Snow League. It will be on NBC.” And just like that, a new chapter is unfolding, with Shaun White leading the charge, ready to bring the thrill of winter sports to a whole new audience on the most iconic platform.

In a recent chat with Today.com, Shaun White reflected on the transformation he’s bringing to winter sports. Having spent years in the sport, he noticed a glaring gap—major events scattered without a unifying thread. “There’s no common thread that connects the sport like any traditional sport,” he said. His vision for The Snow League aims to change that by uniting athletes at the world’s top resorts with the biggest prize money. But Shaun’s not just focused on the athletes at the top; he’s determined to support those who, like him, transcend the sport. He explained, “They don’t have the income to focus on the sport. We’re going to offer the biggest prize money and equal pay for men and women.”

The conversation quickly turned to the future of the sport, with the host asking if this was an Olympic qualifier. Shaun confirmed, saying, “You’ll get points that lead you to the Olympic events,” setting the stage for a pathway to the Games. He’s excited about discovering the next big talent, someone who could become the next Shaun White. As he puts it, “They’re out there…we just haven’t told their story yet.” Shaun, now a leader, has even reached out to former competitors to help bring this vision to life, sharing a laugh at how funny it is to call up old rivals. With a new purpose, he’s not just competing anymore; he’s helping others shine. But he isn’t alone in making the shift from sport to business. 

Snowboarding to business real quick!

Yes, you heard it right! Shaun White isn’t the only Olympic star stepping into business after his career. While some athletes like him, Lindsey Vonn, and Noah Lyles enjoy sponsorship deals, many, like snowboarder Lexi Bullis, face a different reality. Hailing from St. Louis, Missouri, Lexi is pursuing her Olympic dreams with hard work and determination. “You work odd jobs throughout the summer and basically live poor,” she shared with KDSN News, shedding light on the sacrifices athletes make to reach the highest level.

Instead of waiting for sponsorship, Lexi took matters into her own hands by reviving a family tradition: making soap. “My mom actually started making soap when I was two years old and turned it into a small business,” she explained. Now, Lexi runs the Alpine Soap Company, blending her passion for snowboarding with entrepreneurship.

As her soap business grows, Lexi showcases her products at events like the Wildwood Craft Festival. But not all athletes have this option—many turn to crowdfunding. Before the Paris 2024 Games, athletes like Veronica Fraley and Kanak Jha used platforms like GoFundMe to finance their dreams. While Lexi’s soap business is helping her, she admits raising enough money to cover Olympic costs remains a constant struggle.