Street League Skateboarding and BMW M are now teaming up for a global collaboration that brings skateboarding and high-performance cars together under the idea of owning the streets.
This new multi-year partnership connects two worlds that share creativity, skill, and precision in very different ways.
The partnership kicks off this weekend at the SLS Championship Tour event in Downtown Los Angeles, a city known for its street culture, art, and style.
BMW M will play a role beyond the usual sponsorship.
The brand is creating initiatives that connect directly with skateboarding culture, including athlete shuttles, car integrations, and exclusive experiences like “Best Seats in the House.”
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One of the highlights of the partnership is the BMW M Most Valuable Performance Award. This season-long recognition will celebrate the standout moments of the Championship Tour, from a clutch trick to the highest scoring move of the event or a never-been-done trick.
Each season, one male and one female skater will receive the award, with winners selected through a mix of industry judges and fan votes.
Brett Clarke, Chief Revenue Officer at Thrill Sports, the parent company of SLS, commented on the collaboration, noting that having a global brand like BMW M align with SLS highlights the league’s position in the skateboarding world.
Clarke added that the partnership gives SLS the chance to create content that showcases the athletes, the spots, and the creativity that defines skateboarding.
The partnership focuses on content and storytelling that resonates with skateboarding fans. International athletes will help share authentic moments that show how skateboarding is both a craft and a lifestyle.
Sylvia Neubauer, Vice President of Customer, Brand and Sales at BMW M, said the collaboration makes sense because both motorsport and skateboarding reward effort, practice, and dedication. She noted that performance becomes meaningful when it is part of the culture, not just a statistic.
Original content will be a key feature of the collaboration.
One example is the upcoming series “Skaters in Cars Scouting Spots,” which will follow skaters as they explore cities and skate culture around the world in BMW M vehicles.
Short-form and social media content will also highlight the connection between skateboarding and the streets, bringing fans closer to both the athletes and the cities where they skate.
The partnership between SLS and BMW M reflects both brands’ desire to create something meaningful rather than chasing trends.
It brings premium automotive design and street-level creativity together, giving fans new ways to experience skateboarding and the culture that surrounds it.
BMW M Posted:
"Two worlds, same mindset.
United in owning the streets, together 🤝 @sls
Professional drivers on closed courses. Do not attempt.
BMW M4 Competition Coupé with M xDrive. Mandatory information according to German law ‘Pkw-EnVKV’ based on WLTP: energy consumption combined: 10.1 l/100 km; CO₂ emissions combined: 229-227 g/km; CO₂ class(es): G."