The X Games League (XGL), the global team-based action sports competition due to debut in 2026, has secured energy drinks company Monster Energy as its first founding sponsor in a three-year deal.
Monster already has a partnership with X Games after signing on as the official drinks partner of all 2025 X Games events earlier this year, but the new deal will elevate the brand to the founding partner of the new XGL.
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The X Games announced the new league in September, which it hopes will deliver athletes more structure, visibility, and earning opportunities. It has a target launch date of summer 2026 (northern hemisphere) before expanding to a winter competition in 2027.
As a founding partner, Monster Energy will work to boost prize money, increase athlete-focused content, and create on-site experiences at events around the world.
In return, it will gain a significant presence throughout the summer and winter athlete drafts, digital content, and season-long broadcasters.
Cherie Cohen, X Games chief revenue officer, said: “This partnership ensures that our athletes who define our culture have more opportunity, more security, and more spotlight.
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By GlobalData“Monster Energy has stood beside these athletes for years, and now, as we launch the X Games League, they're helping us build a platform that gives them year-round careers and global recognition."
The deal adds to Monster Energy’s portfolio of sports sponsorships, which includes partnerships with Big3, the US professional 3-on-3 basketball league co-founded by rapper Ice Cube, and Supercross’ SMX World Championship series that begins in 2026.
Daniel McHugh, chief marketing officer of Monster Energy, added: “Monster Energy is proud to be the longest-standing partner of X Games and to elevate that relationship with our most expansive multi-year global investment to date.
“As X Games evolves with the launch of the X Games League and enters new international markets, we’re excited to continue fueling the athletes, energy, and culture that drive the progression of action sports worldwide.”
