Stake Strikes Partnership With X Games, Entering the Extreme Sports Market

The X Games has taken a significant step into the world of regulated sports wagering after announcing a global partnership with Stake, naming the crypto-focused sportsbook and online casino as its exclusive online betting partner for the newly launched X Games League (XGL).

The agreement positions Stake as the official online casino and sports betting partner of XGL, marking the first time betting functionality will be formally integrated into the X Games ecosystem. The move comes as the action-sports brand prepares to roll out its long-awaited league format, designed to create season-long storylines, deeper fan engagement and a more structured competitive framework.

Betting Meets Action Sports

Under the partnership, betting markets will be woven directly into X Games broadcasts, with real-time odds and prediction data supplied during live events. The integration is intended to enhance, rather than distract from, the viewing experience, giving fans additional ways to engage with competitions across skateboarding, snowboarding, BMX, Moto X and other core disciplines.

Stake’s role reflects the X Games’ ambition to appeal to a digitally native, global audience that already consumes sport through streaming, social media and interactive platforms. The partnership also leverages Stake’s strength in crypto-driven wagering, aligning with the X Games’ reputation for innovation and boundary-pushing.

League Launch and Streaming Integration

The collaboration will debut alongside XGL’s seasonal calendar, which features four global events per year. The upcoming Winter Games in Aspen, Colorado, will serve as the first major showcase for the partnership and will be fully livestreamed on KICK, a streaming platform affiliated with Stake.

Coverage will also extend to the XGL Drafts, both summer and winter, where fans can follow team selections, emerging athletes and league storylines as they develop. The aim is to create a unified ecosystem where competition, content and wagering coexist within a single digital environment.

Athlete Ambassador Fund

A notable component of the deal is the creation of an Athlete Ambassador Fund. Through this initiative, leading X Games athletes will collaborate on exclusive, co-branded content designed to connect more directly with fans worldwide. The fund is intended to support athletes beyond competition, encouraging storytelling, creativity and community building across digital channels.

Industry and Executive Reaction

Cherie Cohen, Chief Revenue Officer at X Games, described the partnership as a major milestone for the league’s future.

“Partnering with Stake is a monumental step in building the next generation of X Games,” she said. “This isn’t just a sponsorship. It’s a strategic alignment that strengthens our business as we scale the X Games League globally and deliver the kind of interactive engagement today’s fans expect.”

Stake’s Chief Marketing Officer Akhil Sarin echoed that sentiment, pointing to shared values between the two brands.

“Our focus has always been on innovation and entertainment,” he said. “Extreme sports are defined by intensity, creativity and progression, and that makes this a natural collaboration. Together, we’re creating new ways for fans to experience the energy of elite action sports.”

A New Direction for Fan Engagement

Beyond the commercial impact, the partnership signals a broader shift in how action sports are presented and monetised. By introducing regulated betting, live data overlays and interactive content, the X Games is moving toward a model that treats fans as active participants rather than passive viewers.

For the X Games League, the deal with Stake represents more than a headline sponsorship. It is an early indicator of how action sports may evolve in the digital era, blending competition, entertainment, streaming and wagering into a single, immersive experience as the league prepares for its first full season.