The X Games are officially entering the sports betting arena. The action sports event has forged a new,complete global partnership with betting firm Stake.
A New League, A new Era for X Games
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The partnership aims to redefine the fan experience and provide athletes with new earning opportunities. As the exclusive online casino and sports betting partner of X Games’ new X Games League (XGL) season format, Stake will provide real-time integrated wagering odds on X Games events, powered by betting data from ALT Sports Data. This move signals a notable shift for the X Games, opening up new avenues for fan engagement and revenue.
Athlete Collaboration and Streaming Exclusivity
The partnership extends beyond betting, with Stake collaborating with X Games athletes on co-branded social media and digital content through a newly established Athlete Ambassador Fund. This initiative aims to leverage the athletes’ influence and reach a wider audience.
Adding another layer to the deal, the Stake-owned streaming service Kick will exclusively livestream all four global XGL events annually, as well as the X Games summer and winter drafts. This provides a dedicated platform for fans to watch the action unfold.
The X Games League: A Vision for the Future
The X Games announced the formation of the new league in September, envisioning a structure that delivers athletes more stability, increased visibility, and expanded earning opportunities. The league is targeting a launch date of summer 2026 in the northern hemisphere, with plans to expand to include a winter competition in 2027.
The Stake partnership will be officially unveiled at X Games Aspen 2026 Driven by Jeep, marking the event’s 25th consecutive year at Buttermilk Mountain in Aspen, from January 23 to 25, 2026.
Leadership Perspectives
X Games chief revenue officer Cherie Cohen emphasized the importance of the partnership, stating, “Partnering with Stake is a monumental step in building the next generation of X Games. We are officially open for gaming and betting,providing our fans with the adrenaline-fueled engagement they crave.”
Cohen continued,”This isn’t just a sponsorship; it’s a strategic alignment that strengthens our business as we scale the X Games League globally. With the data expertise of Alt Sports Data and the reach of Stake, we are ready to redefine the fan experience.”
Expanding Partnerships
In November, X Games extended its partnership with Firestone Walker Brewing Company and its 805 Beer brand through 2026, demonstrating continued growth in commercial activity.
Othre current X Games partners include Sonic,Beatbox Beverages,Cerveza Pacifico Clara,Rivian,Jarritos,Tech Deck,Skullcandy,Activision,and the US Army. Monster Energy, a long-time supporter of the X Games, became the first founding partner of the XGL series in 2025.
