Sugar Bowl is proud to partner with Ford, the official vehicle of Sugar Bowl Resort. Ford goes further to make their vehicles better, employees happier and our planet a better place to be. Ford is dedicated to building great products to strengthen their business and benefit our communities, through quality, safety, green initiatives, and innovation.
Test drive a Ford at your local Northern California FORD Dealer
Red Bull® Energy Drink vitalizes body and mind. It is a functional beverage with a unique combination of ingredients, and has been specially developed for times of increased mental and physical exertion.
Red Bull’s effects are appreciated throughout the world by top athletes, busy professionals, active students and drivers on long journeys. Learn More ►
From incredibly versatile, powerful cameras, to mounts and accessories for nearly any activity, to the GoPro App and software—GoPro makes it easier than ever to capture and share your world like never before.
Click here to learn more about GoPro.
Rahlves' Banzai Tour
The Rahlves' Banzai Tour is racing in its purest form. Big mountain freeride meets ski / boarder-cross action! Taking place at three Lake Tahoe, CA resorts it's head-to-head action four at a time, top to bottom, down a wide open course over natural terrain and snow conditions. Top skiers and snowboarders from North America will line up against Lake Tahoe area athletes laying it on the line to defend home turf and a cash purse at each event, with the Super Finals at Sugar Bowl. Learn More ►
World renowned as leaders in design, K2 is driven by innovation and a passion for the sports enthusiast looking for unique and authentic lifestyle experiences, offering top-quality skis, boots and accessories.
Click here to learn more about K2.
Atomic produces top-quality skis, boots, helmets and equipment for race, freeski, all mountain, backcountry and nordic.
A major sponsor of Olympian and resort ambassador Daron Rahlves, Atomic delivers on high performance gear that will help any skier achieve their peak performance.Learn More ►
An industry leader in high performance helmets, goggles, and apparel. Giro comes from a unique place. Santa Cruz, California’s location—at the intersection of surf and mountains—attracts people of an independent mindset: outdoors people; iconoclasts who set their own priorities, more inclined to put human values ahead of corporate interests. Counter intuitively, it turns out that Santa Cruz, a place where business shuts down when the surf is up, has proven to be a powerful entrepreneurial incubator. Learn More ►
Sierra Nevada Brewing Co. A craft brewing original since 1980. We brew with discipline and daring and a doggedly independent spirit of pioneering. Sierra Nevada set out with a simple goal: brew the beers we wanted to drink. We started small, with a homebrew shop, a love of American hops and plenty of passion. In the process, we changed the beer world forever. Decades later, we’re still at it, and the passion burns brighter than ever. Learn More ►
The old adage,"the whole is worth more than the sum of the parts" holds true with the Völkl company. Every one of our products combines cutting-edge technology and high quality with our boundless passion for sports and the experience and skills of the Völkl team.
Click here to learn more about Volkl.
Moment makes skis by hand in Reno, Nevada using a traditional small-batch, double-filtered pot-still method. We offer a bold flavor experience, opening with notes of pure stoke, followed by tones of deep powder, hot babes, and blue skies, with a total party atmosphere finish that lingers long on the palate. If you like your skis strong, handsome, and rich—like whoops, I drove my Lamborghini into a pool of diamonds on purpose rich—you’ll love everything about Moment. Learn More ►
Sugar Bowl continues to be a strong supporter in the ‘Save Our Snow’ campaign, as well as Cliff Bar’s ‘Cooling the Globe’. Sugar Bowl guests are encouraged to help do their part. For each $2 Cool Tag sold, CLIF BAR invests $2 in Native Energy’s Wind Builders program. These funds will assist the Rosebud Sioux Tribe build the Rosebud St. Francis Wind Farm in South Dakota. Wind farms deliver clean, renewable energy to the grid without releasing CO2 into the air — thereby displacing energy that comes from polluting facilities. Learn More ►
From 1991 until today, athletes the world over have come to the same conclusion: GU works. From gels, chomps, drinks, tablets, capsuls, and more, every product is formulated to further GU’s mission: to help athletes go faster and longer than ever before.
Click here to learn more about GU Energy.
Alpine Skills International
ASI has made the commitment to blend the best from American outdoor educational values with progressive techniques of climbing and high mountain skiing that are practiced by the most accomplished alpinists throughout the world. We welcome you to join us and be a part of the original all-mountain program that visits the depth and meaning of the experiences the mountain world has to offer. Learn More ►
101.5 Truckee Tahoe Radio
Our Mission is to entertain and inform the local community. We are INDEPENDENT so we can play and talk about what YOU want to hear. We are Truckee and Tahoe’s LOCAL INDEPENDENT RADIO STATION. We are YOUR Station. Our format is Triple A, which means we play a wide variety of music. You’ll hear everything from Led Zepplin to the Kings of Leon, The Cure to B.B. King. We don’t have to worry about “the man” breathing down our neck, telling us what to play. We play whatever we want! Learn More ►