In a major move to modernize action sports consumption, X Games has announced a global partnership naming Stake as the exclusive online casino and sports betting partner of the newly formed X Games League (XGL).
This collaboration aligns with the debut of the XGL, a team-based format designed to provide a more consistent competitive calendar for fans. As part of the deal, all four global XGL events, starting with X Games Aspen 2026 (Jan 23–25), will be livestreamed exclusively on KICK, the streaming platform heavily backed by Stake.
Betting Integration and Athlete Support
The partnership aims to integrate sports wagering directly into the viewing experience. Utilizing official data from Alt Sports Data, live odds and betting integrations will feature prominently during broadcasts and across the X Games digital ecosystem. Additionally, a new “Athlete Ambassador Fund” has been established to help top-tier athletes create co-branded content.
Cherie Cohen, Chief Revenue Officer at X Games, described the deal as a pivot point for the brand. “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,” 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… We are ready to redefine the fan experience starting right here in Aspen.
A Digital-First Approach
For Stake, the partnership offers access to a younger, digitally native audience that overlaps significantly with esports and gaming communities. “We’re excited to partner with X Games to explore new ways fans can engage with extreme sports,” said Akhil Sarin, Chief Marketing Officer at Stake.
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.
Coverage on KICK will include the main events as well as both the Summer and Winter XGL Drafts, offering fans behind-the-scenes access to team selections.
