Lobos 1707 has been named the Official Tequila Sponsor of PRO Skijor, aligning its Premium West brand world with the launch of North America’s first professional skijoring series and its inaugural Frontier Tour, beginning January 2026. 

Rooted in modern Western culture, craftsmanship, and performance, Lobos 1707’s partnership with PRO Skijor reflects a shared celebration of grit, heritage, and progression. From horsepower and speed to elevated hospitality and community, the collaboration brings Lobos’ refined expression of the modern West into one of winter sports’ most dynamic new platforms. 

Launching this winter, the PRO Skijor Frontier Tour marks a milestone moment for the fast-growing sport of skijoring, where a horse and rider pull a skier through a snow-packed course at full speed. Spanning six cities across the Mountain West, each tour stop delivers an all-day festival blending high-adrenaline competition with music, food, and Western-inspired culture, culminating in Championship Weekend in Salt Lake City. 

“Lobos 1707 has always lived at the intersection of heritage and evolution,” Diego Osorio, Founder of Lobos 1707, said in a news release. “PRO Skijor captures that same Premium West spirit – raw, elevated, and rooted in the frontier culture, but reimagined for today. We’re intentional about investing in culture-forward platforms that honor craft, performance, and community. This partnership felt like a natural extension of our brand world and where we see the West heading next.”

As the Official Tequila Sponsor, Lobos 1707 will be integrated across the Frontier Tour through elevated hospitality experiences, high-impact brand integrations, and celebratory moments that reflect the brand’s Premium West identity. Across tour stops and Championship Weekend, Lobos will show up through branded lounge environments and social content moments, signature Lobos cocktails served across event bars, and dedicated activation spaces designed to immerse fans in the Lobos brand world. 

The brand will have a presence at key weekend milestones, including the ‘Final Finish’ Awards Gala, a Race Day Lounge, and post-race awards presentations. At the season-ending awards gala, Lobos will present MVP Trophies to a rider, a skier, and a horse reimagined as a custom, Western-inspired championship belt – a bold, statement-making symbol of victory that blends frontier heritage with modern competition, honoring the grit, performance, and prestige of the sport’s top athletes. 

The brand’s presence enhances the celebratory atmosphere that defines PRO Skijor, creating spaces where athletes, fans, and communities come together on and off the course. 

THE FRONTIER TOUR EXPERIENCE

Each Frontier Tour stop will transform local fairgrounds and arenas into snow-packed playgrounds, complete with freestyle aerials, timed heats, and divisions ranging from first-timers to pros. Expect music, food, Western and ski-inspired vendors, and the kind of crowd energy that rivals a Friday night rodeo. 

Main tour divisions – competing for points, titles, and cash prizes – include:

• Pro-Open: Elite-level athletes
• Sport: Intermediate-level athletes
• Women’s: Women’s novice-to-intermediate levels competing against other snowboarders only. 
• All-Around: Cross Athletes in novice-to-intermediate levels, where teammates must make one run riding the horse and one run skiing.
  

PRO Skijor also welcomes competitors looking to participate for fun, with divisions such as:

• Novice Division: Open to all beginning-level participants. 
• Century: Open to all novice-to-intermediate levels, where the combined age of the horseback rider and skier must equal 100 years or greater. 
• Teen: Open to all novice-to-intermediate levels, with participants ages 13-17. 
• Lil’ Buckaroo & Ponies Only: For children 12 and under, celebrating the sport’s generational appeal.
  

2026 FRONTIER TOUR SCHEDULE

Tickets for all events are available at PROSkijor.com.

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About Lobos 1707

Lobos 1707 is a premium tequila and mezcal house rooted in heritage, craftsmanship, and modern expression, crafted in Jalisco, Mexico and refined in Jerez de la Frontera, Spain, with a signature finish in Pedro Ximénez (PX) sherry casks that creates a layered, distinguished flavor profile. For more information, visit  https://www.lobos1707.com/lobos-tequila.

About PRO Skijor

PRO Skijor is a new professional sports series dedicated to advancing competitive skijoring across North America. Founded by Utah skijoring pioneers Brian Gardner and Joe Loveridge, along with media executives Greg Lipstone and Chris Castallo, the league blends top-level competition with the heritage of the American West to forge a new chapter in winter sports. Skijoring, where a horse and rider pull a skier through a snow-packed course featuring jumps, gates, and obstacles, embodies PRO Skijor’s mission to unite sport, storytelling, and community for a new generation of fans. For more information, visit https://proskijor.com/.