The collaboration uses Google Cloud’s technology to translate global broadcasts across 100+ countries and localize fan experiences
NEW YORK – March 18 – The Snow League today announced a new collaboration with Google Cloud, naming the company as its Official Cloud and AI Partner. The collaboration focuses on using Google Cloud’s infrastructure and AI building blocks to localize, dub, and distribute The Snow League’s global snowboarding and freeskiing events, ensuring a premium, native-language experience for fans in over 100 countries.
The sports and media industry currently faces a critical challenge: delivering hyper-personalized content at a global scale without the prohibitive costs of traditional manual production. As The Snow League expands into key international markets, including Asia and Europe, it’s helping solve this personalization at scale by integrating Google Cloud’s Video Transport API and storage solutions. This infrastructure allows the league to automate the complex processes of language dubbing and captioning—translating English-recorded content to meet the immediate demands of a diverse global fanbase.
“At The Snow League, we’re committed to pushing the boundaries of what’s possible in sport and technology,” said Omer Atesmen, CEO of The Snow League. “Working with Google Cloud allows us to bridge the language gap for our fans in over 100 countries. By using Google Cloud’s technology, we’re building a smarter, more connected, and truly global future for our league.”
Personalizing the Global Fan Experience
The Snow League will deploy Google Cloud technologies designed to personalize the fan journey across different markets:
- Dubbing and captioning: The Snow League will use the Video Transport API to build localization and generate captions, providing high-fidelity, native-language experiences for international audiences.
- Automated content clipping: The company will use video intelligence solutions to instantly identify high-action moments and package them into tailored highlights for various social and digital platforms globally.
- A scalable media foundation: By moving media storage to Google Cloud Storage (GCS), The Snow League will enable faster content distribution and seamless integration with future AI-driven fan experiences.
“The Snow League is a pioneer in the next generation of sports media,” said Oliver Parker, vice president, Global Generative AI, Google Cloud. “Our collaboration helps ensure that no matter where a fan is in the world, they can experience the peak of winter sports in their own language and on their own terms.”
This partnership underscores The Snow League’s commitment to innovation and long-term growth, positioning the league at the forefront of technology-driven fan experiences.
About The Snow League
Launched in June 2024, The Snow League is the first professional winter sports league dedicated to snowboarding and freeskiing. Founded by three-time Olympic gold medalist and entrepreneur Shaun White, Season One features a four-event global format boasting a $2.2 million season purse, with athletes competing to earn points to determine the overall champions. The season kicked off at Buttermilk in Aspen Snowmass (March 7–8, 2025), then headed to Yunding Snow Park, China (Dec. 4–6, 2025), where 16 of the world’s top freeskiers joined the roster at the 2022 Beijing Winter Games venue. The League returns to Aspen (Feb. 27–28, 2026) and concludes at LAAX, Switzerland (March 19–21, 2026), where the first-ever Snow League World Champions will be crowned.
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