X Games, the prominent action sports event, has struck a new wide-ranging global partnership with betting firm Stake.
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, provided by X Games’ betting data partner ALT Sports Data.
Stake will collaborate with X Games athletes on co-branded social media and digital content through a new Athlete Ambassador Fund.
Additionally, the Stake-owned streaming service Kick will exclusively livestream all four global XGL events each year, and the X Games summer and winter drafts.
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.
This Stake partnership will be inaugurated at the next edition of X Games, known for sponsorship reasons as X Games Aspen 2026 Driven by Jeep, which is returning to Buttermilk Mountain in Aspen for the 25th consecutive year from January 23 to 25, 2026.
Speaking on the partnership, X Games chief revenue officer Cherie Cohen said: “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.
“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.”
In terms of recent commercial activity, in 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 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.
