When you think of snowboarding and its growth over the last few decades, Burton is a name that inevitably stands out. From its beginnings in Vermont in 1977 under founder Jake Burton Carpenter, the company has become one of the most influential names in the industry. Burton shaped snowboarding’s path into the Olympics, pioneered board and outerwear design, and set standards for how athlete sponsorship works.
For Burton, sponsoring athletes has never just been about putting a logo on a board. It has been a way to push the sport forward, document its culture, and build pathways for the next generation. This article explores Burton’s athlete sponsorship, its community programs, and the unique role it plays in snowboarding’s ecosystem.
Burton’s athlete team
Burton has long maintained one of the largest and most recognizable athlete rosters in snowboarding. Their team spans park, pipe, street, freeride, and backcountry, and has included some of the biggest names in the sport’s history.
Examples of Burton-sponsored riders include:
Ben Ferguson, a halfpipe rider and film project creator who has represented Burton in competitions and video segments
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Betsy Shaw, one of the early pioneers of women’s snowboarding, who competed in the 1998 Winter Olympics while riding with Burton support
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In 2025, Burton’s most high-profile athletes include Chloe Kim, who recently won the Snowboard Halfpipe World Championship in St. Moritz with a score of 93.50, securing her position as one of the sport’s leading figures ahead of the 2026 Winter Olympics. Her comeback story after time away from competition has made global headlines and solidified Burton’s visibility on the world stage.
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- https://www.theguardian.com/sport/2025/mar/29/chloe-kim-snowboard-halfpipe-world-title-2026-olympics
By maintaining a team that mixes established stars and creative riders, Burton ensures its athletes are central not only to competition but also to culture, style, and innovation in gear.
Sponsorship as visibility and influence
Burton has always understood that sponsorship goes beyond contests. Their riders are featured in brand films, creative content projects, and collaborations. Burton’s video series Burton Presents remains a platform for athletes to showcase their individuality while tying it to the brand’s culture.
Athletes also play a role in shaping Burton’s products. Feedback from riders helps drive board, binding, and outerwear innovation. This ensures that gear reflects the realities of the mountain rather than just design lab ideas. In turn, athletes know they are riding equipment influenced by their peers, keeping Burton relevant and credible.
The Chill Foundation
A cornerstone of Burton’s community investment is The Chill Foundation, created in 1995 by Jake and Donna Carpenter. Chill is designed to give young people from underserved backgrounds access to boardsports and the life lessons they can teach.
- Chill covers the full costs of programs including gear, lift passes, transport, and instruction
- It operates in more than 20 cities across nine countries and has served more than 30,000 youth since its founding
- Lessons are built around six core values: respect, courage, persistence, patience, responsibility, and pride
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In 2023 Burton and Chill launched a campaign to expand the mission further, offering alumni career development opportunities in mountain operations, avalanche safety, and outdoor industry roles. This represents an evolution from simply providing access to helping young people turn boardsports into long-term life pathways.
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Current initiatives: Burton Culture Shifters
In addition to Chill, Burton has also developed the Culture Shifters program. This initiative brings together BIPOC change-makers in snowboarding and aims to diversify and grow the community by creating more inclusive representation on the mountain.
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Culture Shifters events highlight athletes, creators, and leaders who have historically been underrepresented in snowboarding. For Burton, sponsorship is not only about performance but also about redefining who gets to participate and shape the culture of the sport.
Balancing elite sponsorship and grassroots outreach
Burton’s approach is layered. At one end, they sponsor some of the world’s most visible riders like Chloe Kim, giving them the resources and exposure to perform at the highest level. At the other end, they operate programs like Chill and Culture Shifters that bring snowboarding to new communities and break down barriers.
This balance of global influence and grassroots action shows how Burton uses its platform to support both professional progression and cultural inclusivity.
Conclusion
Burton’s story is inseparable from the story of snowboarding itself. From supporting Olympic champions to mentoring underserved youth, the brand demonstrates how sponsorship can reach far beyond competition.
By investing in athletes, culture, and access programs, Burton ensures that snowboarding is not only progressing but also becoming more inclusive and sustainable. Sponsorship here is not just a transaction but a way of giving back to the community and securing the future of the sport.
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