Unless Jamaica has a team of horses pulling that thing, it's a sled.

But of the two terms, "bobsled" would be the most accurate, since eight tiny reindeer are not involved.

sled: A drag used for the transport of heavy goods, etc.
sleigh: A sledge constructed or used as a vehicle for passengers, usually drawn by one or more horses.
sledge: A carriage mounted upon runners instead of wheels, and generally used for travelling over snow or ice; a sleigh.

So, considering that it has people in it, 'sleigh' could be more appropriate, but 'sledge' might be best. The 'bob' part refers to there being 2 sets of runners that are articulated.