X Games Secures Stake as Official Betting Partner, Eyes Global expansion
The X Games has announced a new partnership with online betting and gaming operator Stake, marking a significant step towards integrating sports betting into the action sports event. The multi-year deal will initially focus on events in the northern hemisphere before expanding to include a winter competition in 2027.
The partnership will be officially launched at X Games Aspen 2026 Driven by Jeep, returning to Buttermilk Mountain in Aspen, Colorado, for its 25th consecutive year from January 23-25, 2026.
Cherie Cohen, X Games chief revenue officer, stated that the partnership is “a monumental step in building the next generation of X Games,” adding, “We are officially open for gaming and betting, providing our fans with the adrenaline-fueled engagement they crave.” She emphasized the strategic alignment with Stake, leveraging data expertise from Alt Sports Data to “redefine the fan experiance” and scale the X Games League globally.
This partnership follows a November 2023 extension of the X Games’ relationship with Firestone Walker Brewing Company and its 805 Beer brand, continuing through 2026.
The X Games boasts a diverse portfolio of partners, including 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 giant 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.
[Source:[Source: https://www.sportcal.com/news/x-games-lands-stake-as-official-betting-partner/ ]
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