--- title: "Jeep Is Sponsoring a Town So It Can Be the ‘Official 4×4 of Moab’" date: "2026-09-19" modified: "2026-09-19" authors: - name: "Stephen Edelstein" job_title: "Weekend Editor" link: "https://www.thedrive.com/authors/stephen-edelstein.md" url: "https://www.thedrive.com/news/jeep-is-sponsoring-a-town-so-it-can-be-the-official-4x4-of-moab" categories: - "Jeep News" - "News" - "News by Brand" --- # Jeep Is Sponsoring a Town So It Can Be the ‘Official 4×4 of Moab’ ![Jeep® Gladiator Red Rock Concept, 2026 Easter Jeep Safari, Moab]() *\Stellantis\* Moab, Utah, is a great place to go off-roading [no matter what you're driving](), but [Jeep]() has a special connection with this small city. Execs call Moab the brand's "home away from home" thanks to the annual [Easter Jeep Safari](), an enthusiast gathering where Jeep also unveils [cool concepts]() that hint at its future plans. Now Jeep is making things official. The Moab City Council has entered into a two-year sponsorship agreement with [Stellantis](), allowing Jeep to market itself as the "Official 4x4 of Moab," reports *[The Salt Lake Tribune]()*. Jeep will pay $225,000 a year for that honor, according to the report, as well as help boost the city's tourism marketing efforts. The agreement is considered a pilot program, with the option to revisit and extend after the initial two-year period. ![]() *Stellantis* That total includes $125,000 in annual "unrestricted funding" that the city government can use however it wants. The city is reportedly considering using some of that money to add a half-time employee to its Arts and Special Events department to help deal with promotional work related to the partnership. The rest would go to the city's general fund, with councilors determining how to use it as they plan budgets. Jeep will also provide five vehicles for city use, contribute to trail stewardship and restoration, and sponsor community events. The value of all that is set at $100,000 annually in the agreement. The events are the Red Rocks Art Festival and a celebration of the 125th anniversary of Moab's incorporation on December 30, 1902, plus an unnamed multi-day event in 2028. ![Jeep® Wrangler XJ Pioneer Concept, 2026 Easter Jeep Safari, Moab]() *Stellantis* Finally, the agreement calls for Jeep to provide $10 million in annual marketing support. This will likely take the form of content produced by Jeep with the approval of Moab officials, according to the report, which noted that the $10 million figure is roughly five times the current marketing budget of the Moab Office of Tourism. Considering the already-close relationship between Jeep and the city, will making itself the "Official 4x4 of Moab" make a difference? Who knows. But as Councilor Miles Loftin pointed out to *The Salt Lake Tribune*, Jeep and other companies already use images of Moab and its surroundings to promote themselves. It's only fair that Moab gets something back. ## Author Stephen has always been passionate about cars, and managed to turn that passion into a career as a freelance automotive journalist. When he's not handling weekend coverage for The Drive, you can find him looking for a new book to read. ### Author social links [Twitter]()