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.

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. Success hinges on trust, timing, and control, with races often won or lost in the closing moments.

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.