Roku, the free, ad-supported streaming television (FAST) service, has expanded its agreement with global action-sports property X Games, securing exclusive rights in the US to X Games' new X Games League (XGL).
The deal will see Roku provide live coverage of each event during X Games’ new team-based league on its Roku Sports Channel, starting with the inaugural summer edition later this year (Northern Hemisphere) and the winter edition in 2027.
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As part of the agreement, Roku Sports Channel will also stream the X Games League Draft, which is being held at the COSM entertainment venue in Los Angeles on March 12.
The new league, which will comprise four global events per year, will feature men’s and women’s competitions across the skateboarding, BMX, snowboarding, and skiing disciplines, with structured seasons, team ownership, and drafts.
Ahead of the league’s launch, X Games secured financial technology company MoonPay as its title sponsor, as well as betting firm Stake, which joined as the exclusive online casino and sports betting partner of the XGL.
Under its deal, Stake will also livestream all four XGL events per year, as well as the summer and winter drafts.
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By GlobalDataX Games chief executive Jeremy Bloom said: “This league was built for the next generation of sports fans.
“Our audience is young, digital, and streaming-first. Roku has proven it can grow that audience in a meaningful way. Expanding this partnership around MoonPay X Games League is a strong signal of where our business is headed and the momentum behind the league.”
The new deal builds on Roku’s coverage of the X Games over the past two years, most recently acting as the exclusive US streaming home of the X Games Aspen 2025 and an X Games event in the summer.
The sports property said during the most recent X Games Aspen, Roku delivered 149% year-on-year (YoY) growth, outpacing the total television platform growth of 105%.
Meanwhile, 91% of households that streamed X Games on Roku were new viewers compared to the prior year, while female viewership grew 233% YoY.
The Roku Sports Channel launched in August 2024 to host Roku’s wide slate of domestic streaming sports rights in the US, including its 18-game package of Sunday regular-season fixtures for baseball’s MLB.
Other competitions broadcast on the Roku Sports Channel include motor racing’s all-electric Formula E, games from the National Basketball Association’s developmental G-League, and boxing from the Top Rank promotion.
In terms of recent commercial activity, last November, X Games extended its partnership with the Firestone Walker Brewing Company and its 805 Beer brand through 2026.
Other X Games partners include fast-food chain Sonic, alcohol brands Beatbox Beverages, 805 Beer, and Cerveza Pacifico Clara, transport company Rivian, soft drinks brand Jarritos, toy company Tech Deck, headphone manufacturer Skullcandy, video gaming heavyweight Activision, and the US Army.
Monster Energy, which has long been a supporter of the X Games, became the first founding partner of the XGL series in 2025.
