Jeep has entered a two-year partnership with Moab, Utah, making the automaker the “Official 4×4 of Moab” as it strengthens its presence in one of the country’s best-known off-road destinations. The agreement gives Jeep access to Moab’s branding and exclusivity over automotive sponsorships at covered events, while the city receives funding, vehicles and media support worth millions.

Jeep Will Pay $250,000 Over Two Years

According to Moab Sun News, Jeep will pay the city $125,000 annually, totaling $250,000 over the two-year agreement. Moab will also receive the use of five Jeep vehicles through a separate vehicle-use agreement, although the specific models have not been disclosed.

Jeep is also targeting $10 million in media value over the two-year partnership. One Moab city council member said the arrangement should help showcase the “soul of Moab” rather than simply sell it.

Jeep to Support Off-Road Events and Trail Stewardship

The partnership is expected to give Jeep a strong presence at local events, including the Easter Jeep Safari, which has been around for six decades. The automaker will also promote trail stewardship and educate off-roaders about responsible recreation.

The focus on stewardship comes as off-roading faces increased scrutiny in other areas. In California’s Mojave Desert, routes through critical habitat were recently closed to recreational off-highway vehicles.

Jeep also supports off-road events and trail-access initiatives outside Moab. This year’s activities include Jeep Beach in Daytona Beach, Florida; Toledo Jeep Fest in Toledo, Ohio; Smoky Mountain Jeep Invasion in Pigeon Forge, Tennessee; the Rebelle Rally; and trail restoration and access initiatives supporting California’s Rubicon Trail.

Jeep Already Has a Connection to Moab

The new partnership builds on an existing connection between Jeep and Moab. The automaker has already used the destination’s name in its model lineup, including the Wrangler Moab 392.

The Wrangler Moab 392 was the first of 12 limited-edition Wranglers planned as part of a year-long rollout tied to Jeep’s 85th anniversary. Jeep’s all-electric Recon also offers a Moab trim, which is its off-road-oriented version.

Jeep and Moab Plan to Promote Off-Roading

The two-year agreement does not disclose every initiative planned by Jeep and Moab, but the partnership is intended to promote and improve the off-road experience.

The effort comes as off-roading grows in popularity, with performance brands including Lamborghini and Porsche also entering the space with the Huracán Sterrato and 911 Dakar, respectively.