The X Games is partnering with crypto-betting firm Stake to become the exclusive online casino and sports betting partner for its new league, a deal that also moves all live events to the Kick streaming platform, as reported by Sports Business Journal. The agreement marks a decisive pivot for the action sports brand, fully integrating wagering into its fan experience.
The digital-first playbook: The global partnership will stream all four annual XGL events and its drafts exclusively on Stake's Kick.com platform. Broadcasts will feature real-time odds from data partner Alt Sports Data, and the deal also creates an "Athlete Ambassador Fund" to support co-branded content creation.
From halfpipes to high stakes: X Games executives framed the move as one that modernizes the brand for a new generation of fans. "We are officially open for gaming and betting, providing our fans with the adrenaline-fueled engagement they crave," said Cherie Cohen, Chief Revenue Officer at X Games, in a statement.
By tying its future to a betting and streaming platform, the X Games is betting that the path to growth lies in the creator economy, moving further away from its traditional media roots. he new league structure is part of a broader transformation for the brand since its majority acquisition by MSP Sports Capital in 2022. As part of that expansion, the X Games has already begun to name its first host cities for the league's upcoming summer circuit.
