Jeep has made its long-standing connection with Moab, Utah, official, securing the right to market itself as the “Official 4×4 of Moab” through a new sponsorship agreement with the city.
The two-year agreement between Moab and FCA US LLC provides the city with $125,000 annually in unrestricted funding, along with five Jeep vehicles for municipal use. When vehicle contributions, trail work and event sponsorships are included, the total annual value of the partnership is estimated at roughly $225,000 to $250,000.
In exchange, Jeep receives exclusive automotive sponsorship rights at designated city events and permission to use Moab’s name and approved branding in its marketing. The automaker has also committed to generating approximately $10 million in media value around the partnership, helping promote Moab across Jeep’s digital and marketing channels.
The agreement extends well beyond conventional advertising. Jeep will participate in trail-maintenance and preservation initiatives, while also providing support for community events. That element is particularly relevant in a region where increasing recreational traffic has placed greater pressure on public lands and off-road infrastructure.
Moab and Jeep already share one of the strongest relationships in the American four-wheel-drive community. The city has hosted the Easter Jeep Safari since 1967, an event that has grown into one of the world’s largest gatherings of off-road enthusiasts. Jeep routinely uses the surrounding red-rock terrain to demonstrate new models, showcase Jeep Performance Parts and introduce concept vehicles.
The new designation does not give Jeep exclusive access to Moab’s trails, nor does it prevent owners of competing 4×4 brands from using the area’s extensive trail network. Instead, it formalizes Jeep’s commercial relationship with the city and gives the manufacturer a recognizable title that reinforces its historical association with Moab.
For Jeep, the agreement turns a decades-old cultural connection into an official marketing platform. The “Official 4×4 of Moab” designation provides the brand with a powerful piece of identity-based marketing, particularly as competition among off-road manufacturers continues to intensify.
For Moab, the arrangement represents a direct financial and practical contribution from one of the companies most closely associated with its off-road tourism industry. The city receives unrestricted funding, vehicles and support for trails and community events while retaining control over how its name and branding are used.
The partnership therefore represents more than a promotional slogan. It formalizes a relationship between an off-road destination and a manufacturer whose identity has been closely intertwined with that landscape for generations.