X Games has entered a landmark global partnership with online gaming and sports betting operator Stake, positioning the brand at the centre of its newly launched X Games League (XGL). The agreement marks the first time X Games has formally integrated regulated betting and live wagering into its competition framework, reflecting a broader push to engage digitally native audiences and unlock new commercial revenue streams.

Under the deal, Stake becomes the Exclusive Online Casino and Sports Betting Partner of XGL, supporting both Winter and Summer events across the league’s new season-based format. The collaboration begins with X Games Aspen in January 2026 and extends across all four annual global XGL events.

Betting integration and live streaming expansion

As part of the partnership, Stake will provide real-time wagering odds on X Games competitions, powered by betting data specialist ALT Sports Data. These odds will be embedded directly into live broadcasts, allowing fans to engage with events through in-play betting experiences aligned with action sports formats.

The Winter X Games in Aspen will be live-streamed globally on Kick.com, Stake’s streaming platform, with integrated odds visible throughout coverage. Stake and Kick will also act as the exclusive home for betting and live streaming of both the Summer and Winter X Games League Drafts, further expanding the league’s digital footprint.

Athlete-focused content and creator support

Beyond wagering and media integration, the agreement introduces a new Athlete Ambassador Fund designed to support X Games competitors. The initiative will enable athletes to create exclusive, co-branded content alongside Stake and X Games, strengthening athlete-fan connections while opening new monetisation pathways for participants.

X Games described the partnership as a strategic evolution of the brand, aligning its competition model with modern sports consumption habits where live data, streaming and interactive engagement play an increasingly central role.

Strategic alignment around digital-first audiences

Cherie Cohen, Chief Revenue Officer at X Games, said the partnership reflects a decisive shift in how the organisation approaches fan engagement and commercial growth.

“Partnering with Stake is a monumental step in building the next generation of X Games,” Cohen said. “This isn’t just a sponsorship. It’s a strategic alignment that strengthens our business as we scale the X Games League globally.”

Stake Chief Marketing Officer Akhil Sarin added that the collaboration fits naturally with the operator’s focus on entertainment-driven sports engagement.

“By bringing Stake’s gaming technology to the X Games’ global audience, we’re creating experiences that reflect the intensity and energy of elite extreme sports,” Sarin said.

X Games League launches in Aspen

The partnership officially launched at X Games Aspen from 23–25 January 2026, followed by the Summer XGL Draft in March. With integrated betting, global streaming distribution and athlete-led content initiatives, the Stake deal positions X Games League as one of the most commercially progressive formats in action sports.

Sources: iGaming Today, Yogonet