This makes interesting reading. We just got sent this diagram showing some of the biggest publicly floated companies involved in snowboarding, the brands they own and their market capitalization (market cap) value – it’s mad how much money there is to be made in our sport eh? And how little of it is ultimately owned by brands we’d recognize. The map is made made by a blog called illicitsnowboarding.com, and while we can’t vouch 100% for the accuracy of their figures, we reckon this looks about right. Of course, there are a couple of big players left off this list, including energy drink giants like Relentless (owned by the Coca-Cola company) and Red Bull. Oh, and outerwear newcomer Nike which, in the words of one industry insider “would probably have its own mountain…”

Click on the image to see the full-size map, and if you want to know more, check out the rest of the article on illicitsnowboarding.com.