X Games
X Games is a privately held action sports entertainment company operating premier competitions in skateboarding, BMX, snowboarding, and skiing, and the newly launched MoonPay X Games League (XGL) — a team-based franchise league with city-based clubs competing globally for elite athletes, brand sponsors, and youth audiences.
- Company typePrivate
- Founded1995
- HeadquartersLos Angeles, United States
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What X Games does
X Games, legally operating as Sports Content Creation, LLC and headquartered in Los Angeles, is a privately held action sports entertainment company founded in 1995 with a 30-year track record as the premier competition brand in skateboarding, BMX, snowboarding, and skiing. The company has historically operated standalone annual events (Aspen, Salt Lake City, Ventura, Sacramento) complemented by broadcast coverage on ESPN/ABC, and is undergoing a strategic transformation into a year-round, team-based global league format. The newly launched MoonPay X Games League (XGL), under MSP Sports Capital ownership, features four city-based clubs (XC Los Angeles, XC New York, XC São Paulo, XC Tokyo) that compete across multi-stop seasonal formats with a real-time points system. Forty elite athletes were drafted in the inaugural XGL draft, receiving guaranteed salaries, healthcare stipends, and travel coverage — a first-of-kind professional structure in action sports.
X Games monetizes through a diversified revenue stack including event ticket sales (general admission and Gold/Silver hospitality tiers), broadcast and streaming rights (ESPN/ABC, Roku exclusive US streaming, KICK, YouTube, Amazon Prime Video), multi-tier sponsorship (MoonPay as title partner, Monster Energy as founding partner, Jeep and SONIC as presenting partners), franchise rights sold to private equity investors in eight-figure transactions, betting/gaming integration via Stake with live odds from Alt Sports Data, and merchandise. Technology infrastructure includes an AI-powered judging platform (Owl AI) that reduces scoring turnaround from 6-8 minutes to seconds, multi-platform streaming distribution, and Shopify-powered e-commerce. The company serves four primary stakeholder segments: elite action sports athletes (guaranteed-compensation model), youth fans aged 12-34 (the core growing demographic), consumer brand sponsors across automotive, F&B, lifestyle, and endemic categories, and PE/sports investment firms acquiring XGL franchise rights.
X Games firmographics
Firmographics- Name
- X Games
- Legal name
- Sports Content Creation, LLC
- Website
- https://xgames.com
- Company type
- Private
- Founded year
- 1995
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- X Games is a privately held action sports entertainment company operating premier competitions in skateboarding, BMX, snowboarding, and skiing, and the newly launched MoonPay X Games League (XGL) — a team-based franchise league with city-based clubs competing globally for elite athletes, brand sponsors, and youth audiences.
- Ownership category
- akta.pro rank
X Games industry classification
Industry- Product category
- Action Sports Competition and League Entertainment
- NAICS
- Sports Teams and Clubs (711211)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Winter Sports Teams/Clubs (Ski, Snowboard, Bobsleigh, etc.) (MPAKABAI)
Keywords
Where X Games is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices6 records
Markets served
X Games business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Event Revenue: Ticket sales for live event attendance including general admission, Gold, and Silver hospitality packages. X Games Sacramento 2026 features over 100 top athletes competing across 18 medal events.
- Broadcasting Rights: Multi-year streaming partnerships with Roku (exclusive US streaming rights) and broadcast deals with ESPN/ABC for live coverage across multiple platforms.
- Sponsorship: Title partnerships (MoonPay), founding partnerships (Monster Energy), presenting sponsors (Jeep, SONIC), and category-exclusive partnerships generating significant revenue. Includes automotive, food & beverage, endemic action sports, and lifestyle brands.
- Franchise Rights: XGL sells team franchises to private equity investors in eight-figure transactions for city-based teams across global markets (New York, Los Angeles, Sao Paulo, Tokyo).
- Athlete Benefits Structure: Athletes receive guaranteed base salaries, covered travel expenses, and healthcare stipends - benefits previously nonexistent in action sports, representing a structured employment model.
- Betting/Gaming Integration: Partnership with Stake as exclusive online casino and sports betting partner, integrating live odds from Alt Sports Data into broadcasts and digital ecosystem.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | One time | General Admission - Free daytime events |
| Subscription | One time | Premium Hospitality (Gold/Silver) |
Go-to-market motion1 record
Distribution channels7 records
Marketing channels8 records
X Games product offering
Product offeringCore offering
X Games operates premier live action sports competitions and the MoonPay X Games League (XGL), a team-based franchise league featuring city-based clubs in Los Angeles, New York, São Paulo, and Tokyo competing in skateboarding, BMX, snowboarding, and skiing. The company monetizes through ticket sales, broadcast/streaming rights, sponsorships, franchise sales to private equity, and branded merchandise.
Product overview
X Games operates as a multi-platform action sports entertainment company offering both standalone competition events and a new team-based league format called MoonPay X Games League (XGL). The core product portfolio consists of premier action sports competitions spanning skateboarding, BMX, snowboarding, skiing, and snowmobile disciplines, complemented by the XGL team-based league featuring four city-based clubs (XC Los Angeles, XC New York, XC São Paulo, XC Tokyo) competing across summer and winter seasons. Additional products include the Dropping In docuseries, music festival integrations, merchandise e-commerce, and multi-platform streaming coverage across ABC, ESPN, Roku, Kick, YouTube, and Amazon Prime Video. The company generates revenue through ticket sales, broadcast rights, brand partnerships (Monster Energy as Founding Partner, MoonPay as Title Partner, Stake as betting partner), and merchandise.
Differentiator
Problem solved
Functional benefit
Brands
- MoonPay X Games League (XGL): The first team-based, global league for action sports featuring city-based clubs competing in skateboarding, BMX, snowboarding, and skiing disciplines.
- XGL Summer
- XGL Winter
Products and services
- MoonPay X Games League (XGL) The first team-based, global league for action sports featuring city-based clubs competing in skateboarding, BMX, snowboarding, and skiing across multi-stop seasonal formats with real-time points systems.
- XGL Clubs (XC Los Angeles, XC New York, XC São Paulo, XC Tokyo) Four city-based professional action sports teams that draft 10 athletes over 2-3 years and compete for the XGL Championship across summer and winter seasons.
- XGL Championship Season-ending championship where the club with highest cumulative points at the final season stop wins the title, determined by real-time points system rewarding podium finishes across all stops.
- X Games Events (Live Competitions) Premier action sports competitions featuring skateboarding, BMX, snowboarding, skiing, and snowmobile events held at various global locations including Aspen, Sacramento, Salt Lake City, Chiba, and New Orleans.
- MoonPay X Games Sacramento 2026 Three-day event at Cal Expo featuring over 100 athletes competing across 18 medal events alongside nightly concerts with music headliners.
- MoonPay X Games New Orleans 2026 Championship event for XGL inaugural season featuring music performances and elite competition action at the Louisiana Superdome.
- MoonPay X Games Chiba 2026 International stop in Japan as part of XGL multi-city global league format.
- X Games Aspen 2026 Final standalone winter event before XGL winter league launch, featuring snowboarding, skiing, and snowmobile competitions with live music entertainment.
- Dropping In Docuseries Documentary series following the biggest stars in action sports, providing deeper athlete storytelling content across XGL athletes and events.
- X Games Merchandise Store E-commerce store for X Games branded merchandise, tickets, and fan gear powered by Shopify.
Quantifiable outcome
- 328% viewership growth among 12-17 year-olds year-over-year
- +4 more outcomes
Companies that use X Games
Customer profileNamed customers12 records
Segments4 records
Ideal customer profiles5 records
X Games technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration13 records
Feature1 record
X Games partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core, major and minor.
- RokucoreExclusive US streaming partner for XGL via Roku Sports Channel in multi-year deal. Builds on strong audience growth including 149% YoY increase during X Games Aspen. Providing complete live coverage of team-based competitions.
- MoonPaycoreThree-year category-exclusive title partnership, first league title partnership in X Games history. MoonPay enabling select partners to engage within league ecosystem through integrated activations. Branding as MoonPay X Games League.
- StakecoreExclusive online casino and sports betting partner for XGL. Integrates live odds from Alt Sports Data into broadcasts, establishes Athlete Ambassador Fund, secures exclusive streaming rights on KICK for all four annual XGL events.
- ALT Sports DatamajorProvides real-time live odds technology integrated into X Games broadcasts and digital ecosystem as part of Stake partnership.
- JeepcorePresenting Partner and Exclusive Automotive Partner for X Games Aspen 2026. First time holding presenting partner role in over 20-year collaboration. Owns all four Slopestyle competitions with naming rights, broadcast integration, and on-site vehicle showcases.
- Monster EnergycoreOfficial Energy Drink and Founding Partner of XGL in landmark three-year partnership. Fuels prize purses, supports athlete storytelling, integrates across summer and winter athlete drafts, digital content, and broadcast programming. Most significant deal between the two parties.
- SONIC Drive-InmajorPresenting Partner for X Games Salt Lake City 2025, returning for second summer as presenting partner with exclusive offerings including Sonic Park Course, branded viewing areas, and X Games exclusive refreshments.
- ESPN/ABCcoreExclusive broadcast home for 30+ years, airing over 15 hours of live coverage including SportsCenter segments and in-depth storytelling for X Games events.
- RivianminorFirst official EV Auto Partner showcasing electric vehicles with innovative Airstream activation.
- 805 BeerminorOfficial Craft Beer of X Games Salt Lake City, supporting athlete and legends programs.
- Pacifico BeerminorLongstanding partnership celebrating 30 years of collaboration at X Games.
- BeatBox BeveragesminorOfficial Party Punch featuring airbrush station, product sampling, and giveaways.
- Tech DeckminorEndemic partner expanding onsite fan interaction with fingerboarding demos and product showcases.
- SkullcandyminorUtah-based endemic partner providing audio accessories including earbuds and speakers.
- WoodwardminorInteractive Street Skate Park and Mini Vert Ramp for fan experiences.
- Owl AIcoreAI-powered sports judging and scoring platform for X Games competitions. Reduces scoring turnaround from 6-8 minutes to seconds. Platform deals secured with X Games, Major League Pickleball, and SuperMotocross.
Scale indicators10 records
Recent moves8 records
Expansion highlights7 records
X Games competitors and assessment
Company assessmentDirect peers
- Nitro Circus: Nitro Circus produces live action sports tours and competitions featuring BMX, skateboarding, FMX, and scooter disciplines. It is directly comparable as an action sports event and athlete-tour business targeting the same youth demographic as X Games.
- World Surf League: WSL operates a global professional surf league with city/regional stops, franchise-style team competition potential, and major brand sponsorships. It mirrors XGL's athlete-centric league model in an adjacent action sport and shares the same global broadcast and sponsorship playbook.
- Dew Tour: Dew Tour is a multi-sport action sports competition featuring skateboarding, snowboarding, skiing, and BMX — a near-direct competitive overlap with X Games' event portfolio, targeting the same endemic athlete and fan ecosystem.
- Major League Pickleball: MLP is a private-equity-backed team-based league that shares Owl AI technology with X Games, sells city-based franchise rights, and targets youth demographics. It is a structural analog to XGL as a newly-launched alternative sports league with PE sponsorship.
- SuperMotocross: SuperMotocross is the merged elite motocross/supercross series that, like X Games, integrates Owl AI for judging and scoring and operates as a high-profile action sports property. It is comparable as a technology-forward extreme motorsport league sharing key vendor relationships with XGL.
Broad incumbents
- Premier Lacrosse League: PLL is a PE-backed alternative pro sports league that pioneered the team-based, tour-stop model with city-based clubs and franchise economics. It is structurally comparable to XGL in its league format, sponsor strategy, and PE-investor ownership approach, although in a different sport.
- UFC: UFC is the dominant global combat sports league with city-based PPV events, multi-platform streaming, and major endemic sponsorships. It is comparable as a mature alternative sports league blueprint with franchise-style economics, although at far greater scale and longer operating history.
- Red Bull: Red Bull is both a major sponsor and direct competitor in action sports event production (Red Bull Rampage, Red Bull Air Race, etc.). It is comparable as a deep-pocketed incumbent that organizes premium action sports competitions targeting the same cultural audience X Games serves.
- Formula 1: F1 is the global standard for premium international sports league economics with city-based events, multi-platform media rights, and high-value sponsorships. While a different sport, F1 illustrates the upper-bound franchise valuation and global sponsorship ceiling that X Games' league model aspires to over the long term.
Emerging players
- Athletes Unlimited: Athletes Unlimited operates athlete-centric, season-based competitions across volleyball, softball, lacrosse, and basketball with a rotating team format. It is comparable as an emerging player league testing alternative league structures for under-monetized sports, with overlapping athlete rights philosophy.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights7 records
Customer concentration
X Games social profiles
Digital presenceX Games compliance and trust
Trust signalCompliance1 record
X Games financial estimates
Financial estimateRevenue estimate
Valuation estimate
X Games leadership team
Management profileNumber of profiles
Profiles5 records
X Games funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
X Games M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about X Games
What does X Games do?
X Games operates premier live action sports competitions and the MoonPay X Games League (XGL), a team-based franchise league featuring city-based clubs in Los Angeles, New York, São Paulo, and Tokyo competing in skateboarding, BMX, snowboarding, and skiing. The company monetizes through ticket sales, broadcast/streaming rights, sponsorships, franchise sales to private equity, and branded merchandise.
Is X Games a public or private company?
X Games is a private company. It is classified as management employee owned and is currently operating.
When was X Games founded?
X Games was founded in 1995. It employs 11 to 50 people.
Where is X Games based?
X Games is headquartered in Los Angeles, United States, in the North America region.
How does X Games make money?
Six revenue lines are on record. Event Revenue is the primary driver. The others are broadcasting Rights, sponsorship, franchise Rights, athlete Benefits Structure and betting/Gaming Integration.
Who are X Games's main competitors?
Direct peers on record are Nitro Circus, World Surf League, Dew Tour, Major League Pickleball and SuperMotocross. Broad incumbents are Premier Lacrosse League, UFC, Red Bull and Formula 1. Athletes Unlimited is listed as an emerging player.
Does X Games have an API?
No public API is recorded for X Games.
What industry is X Games in?
X Games's product category is Action Sports Competition and League Entertainment. Its primary akta.pro industry code is MPAKABAI, Winter Sports Teams/Clubs (Ski, Snowboard, Bobsleigh, etc.). Its NAICS code is 711211 and its SIC code is 7900.