X Games has agreed a global partnership with Stake, naming the igaming and online sports betting brand as the exclusive online casino and sportsbook partner of the new X Games League (XGL).
The multi-year deal coincides with the launch of XGL, which aims to combine elite action sports competition with integrated, data-led fan engagement and regulated wagering.
Powered by official data provider Alt Sports Data, the partnership is designed to give a digitally native audience access to live odds and betting integrations across the X Games ecosystem and on the Stake platform, extending iGaming style interactivity into action sports.
Unified
Under the agreement, Stake becomes the official online casino and sports betting partner for all X Games League events, with real-time prices from Alt Sports Data incorporated into broadcasts to create a unified viewing and betting experience.
The deal also includes the creation of an Athlete Ambassador Fund to support top-tier X Games talent in producing co-branded content, strengthening the link between athletes, fans and the wider igaming audience.
All four annual XGL events, including the upcoming Winter Games in Aspen, will be livestreamed exclusively on KICK, which becomes the primary digital home for XGL coverage.
Partnership
The partnership also spans the Summer and Winter XGL Drafts, ensuring every major moment of the season is available via KICK’s streaming platform.
For X Games, the collaboration formalises an entry into regulated sports betting as part of a broader strategy to evolve its competition format and media offering; for Stake, it adds a high-profile global action sports property to its iGaming sponsorship portfolio.
Cherie Cohen, Chief Revenue Officer at X Games, affirmed: “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 fuelled engagement they crave.
Energy
“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 starting right here in Aspen.”
Stake Chief Marketing Officer Akhil Sarin added: “We’re excited to partner with X Games to explore new ways fans can engage with extreme sports.
“Our shared focus on innovation and entertainment makes this a natural collaboration.
“By bringing Stake’s advanced gaming technology to the X Games’ global audience, we’re creating experiences that reflect the intensity and energy that define elite extreme sports competition.”
