X Games and Stake partner for X Games League evolution

X Games has formalised a global partnership with Stake, naming the online casino and sports betting operator as the exclusive online casino and sports betting partner of the newly launched X Games League (XGL). This collaboration is widely viewed as a significant milestone for both organisations as they seek to expand audience participation, enhance global reach and introduce innovative interactive experiences for fans around the world.

The announcement comes at a pivotal moment in the evolution of the X Games brand, which has long been recognised as the cultural home of action sports. The strategic alliance with Stake positions the company at the forefront of integrating sports wagering with elite competitive action sports content. Through this partnership, X Games aims to deepen fan engagement by introducing live odds and interactive experiences throughout the XGL season and across key events.

A new era in fan engagement

The global agreement names Stake as the exclusive online casino and sports betting partner for all X Games League events. In this role, Stake will be responsible for offering integrated betting experiences where fans can access live odds, place wagers and engage directly with the sports content as it unfolds. The decision reflects a growing trend in global sports industries to connect competitive events with regulated betting platforms to enhance viewer involvement while adhering to responsible gaming practices.

A central component of the partnership involves cooperation with Alt Sports Data, the official data provider for the XGL. Real-time event data from Alt Sports Data will enable broadcasts and digital platforms to feature live odds from Stake, giving audiences unprecedented access to dynamically updated information during competitions. This integration aims to make viewing more immersive and interactive for fans worldwide.

Integrated live streaming and broadcast visibility

Under the terms of the agreement, all four global X Games League events each year, including the upcoming Winter Games in Aspen scheduled for January 23 to 25, 2026, will be live-streamed on KICK, which will serve as the exclusive streaming home for these competitions. Coverage will extend to both the Summer and Winter XGL Drafts, offering fans comprehensive access to all major league moments throughout the season.

This integration is designed to maximise global accessibility and drive fan interaction. Live streaming on a dedicated digital platform like KICK allows the league to reach digitally native audiences who increasingly consume sports content on interactive and social platforms rather than traditional broadcast channels.

Athlete support through new fund

In addition to the betting and streaming functionalities, the agreement includes the establishment of an Athlete Ambassador Fund to support top-tier X Games athletes. This initiative will help athletes produce exclusive, co-branded content aimed at engaging global fans while benefiting directly from the new partnership structure.

The fund is significant because it helps bridge the gap between athlete performance and fan engagement by enabling authentic storytelling and personalised content that resonates with dedicated followers worldwide.

Strategic significance for X Games

The partnership with Stake represents a strategic shift for X Games as it expands beyond traditional sporting event formats into a year-round league model. The X Games League introduces a series of events held across multiple global locations, with the aim of increasing competitive opportunities for athletes and building sustained fan interest over time.

Cherie Cohen, Chief Revenue Officer at X Games, framed the new partnership as essential to building the next generation of the sport. According to Cohen, the collaboration goes beyond conventional sponsorship and is central to the league’s objective of scaling globally and redefining how fans interact with action sports.

In her statement, Cohen noted that the alliance will help deliver the type of adrenaline-fuelled engagement that fans increasingly expect from modern sports entertainment. She emphasised that Stake’s technological capabilities combined with Alt Sports Data’s expertise will elevate the overall fan experience, starting with the launch event in Aspen.

Stake’s perspective on the partnership

From Stake’s point of view, the collaboration presents an opportunity to expand its global presence in sports entertainment while showcasing its advanced gaming technology to a wider audience. Akhil Sarin, Chief Marketing Officer at Stake, expressed enthusiasm about exploring new ways for fans to interact with extreme sports content.

According to Sarin, the partnership aligns with both organisations’ focus on innovation and entertainment. By integrating Stake’s digital betting infrastructure with the X Games League’s global competition format, the company aims to create highly engaging experiences that reflect the intensity and energy characteristic of elite action sports competition.

Stake’s broader strategy includes extending its interactive offerings to global sports audiences while adhering to responsible gaming principles in regulated markets. This aligns with a broader industry push to ensure that fan engagement through betting is conducted ethically and within established regulatory frameworks.

Launch timeline and future plans

The partnership officially begins with the X Games Aspen event from January 23 to 25, 2026 where fans will be introduced to the integrated sports betting offerings for the first time as part of the XGL experience. The season’s programming continues with the Summer XGL Draft in March, which will also be featured on live streaming platforms in conjunction with betting integrations.

As the league expands globally, both Stake and KICK.com are expected to play leading roles in broadcasting content and delivering digital engagement experiences. The long-term collaboration may include enhancements to the platform features and additional integrations promoting deeper fan interaction with athletes and competition narratives.

Regulatory and market context

The marriage of competitive sports and regulated betting platforms is part of a broader global trend in media and entertainment. Sports organisations across disciplines have increasingly embraced partnerships with betting companies to augment monetisation opportunities and cater to evolving audience preferences for interactive consumption.

For action sports fans, this integration represents a new frontier because the X Games League’s format blends high-performance competition with opportunities to engage through dynamically updated information and wagering products. This model will require ongoing adherence to local regulatory requirements in each market where the league operates as well as established practices for responsible gaming and fan protection.

Implications for the future of action sports

The strategic partnership between X Games and Stake could serve as a model for how traditional sports and entertainment entities evolve in the digital age to meet fan expectations for data-rich, interactive experiences. By weaving betting, live streaming and athlete-driven content into a unified fan journey, the league may attract new demographics while maintaining its appeal to long-term supporters.

Summary of key developments

In summary, the partnership includes:

• Stake as the exclusive online casino and sports betting partner for XGL.
• Real-time betting integrations using live data provided by Alt Sports Data.
• Live streaming of all XGL events via KICK with expanded fan access.
• Creation of an Athlete Ambassador Fund to support athlete-driven content.
• Launch commencement at the 2026 Winter Games in Aspen with ongoing global expansion.

This agreement signals a new chapter in action sports entertainment, presenting opportunities for enhanced fan participation and industry innovation.

Conclusion

The partnership between X Games and Stake represents a transformative moment in the evolution of action sports entertainment. By combining the X Games League’s elite competition framework with Stake’s advanced betting technology and Alt Sports Data’s real-time analytics, this collaboration establishes a new benchmark for fan engagement and interactive experiences. From live streaming on KICK to integrated betting opportunities and the Athlete Ambassador Fund, the alliance provides fans with unprecedented access to the intensity, strategy and culture of action sports. As the X Games League expands globally, this partnership is poised to redefine how audiences participate in extreme sports, creating a dynamic ecosystem that benefits athletes, fans and the wider sports entertainment industry alike. The launch at X Games Aspen 2026 marks only the beginning of a journey that blends athletic excellence, digital innovation and interactive engagement on a global scale.

FAQs

What is the X Games League and how does this partnership affect it?
The X Games League is a new global competition format expanding the traditional X Games into a year-round calendar. The partnership brings in integrated live odds and betting features as part of fan engagement during events.

Who is Stake in the context of this announcement?
Stake is an online casino and sports betting operator that has been named the exclusive betting partner for the X Games League under the new global agreement.

How will live odds be integrated into the broadcasts?
Real-time odds provided by Alt Sports Data will be featured during event broadcasts and digital streams to give fans access to dynamic betting information during competitions.

Will all X Games League events include these new features?
Yes, all four annual global XGL events, including the Winter Games in Aspen, will include live streaming and integrated betting features under this partnership.

How will fans access livestream coverage of XGL events?
Fans can watch all events live on KICK, the exclusive home of livestreaming for the X Games League.

What is the Athlete Ambassador Fund?
The Athlete Ambassador Fund is designed to support top-tier XGL athletes in creating exclusive co-branded content for global audiences within the partnership framework.

Why is this partnership significant for X Games?
This partnership marks the integration of regulated betting into the X Games League as part of a broader strategy to evolve fan engagement and expand global reach.

Does the partnership include athlete marketing opportunities?
Yes, the Athlete Ambassador Fund and co-branded content initiatives are key components aimed at enhancing athlete visibility and engagement.

How does the partnership align with industry trends?
The collaboration reflects a wider trend in sports where events incorporate regulated betting and interactive fan engagement tools to attract larger and more diverse audiences.

When does the partnership take effect?
The partnership is officially launching at the X Games Aspen event in late January 2026 with further integration planned throughout the XGL season.