X Games and Stake Announce Global Partnership to Revolutionise Action Sports Betting
X Games has announced a global partnership with Stake, naming the platform the Exclusive Online Casino and Sports Betting Partner for the newly launched X Games League (XGL).
The agreement marks a major step in integrating regulated wagering and interactive experiences into the world of elite action sports.
Integrating Betting With X Games League Events
Under the multi-year partnership, real-time betting odds will be integrated into X Games broadcasts and digital platforms, using official data supplied by Alt Sports Data. The collaboration aims to deliver live, data-driven betting content alongside competition coverage.
All four global XGL events each year will be livestreamed on Kick.com, creating a central destination for live action sports viewing and betting-related content.
The partnership officially launches at X Games Aspen 2026, before continuing with additional Summer and Winter XGL events throughout the year.
Athlete Ambassador Fund and Fan Engagement
To deepen engagement with the action sports community, X Games and Stake have established an Athlete Ambassador Fund. The initiative is designed to support the creation of co-branded content featuring X Games athletes, expanding storytelling and fan interaction beyond live competition.
Cherie Cohen, Chief Revenue Officer of X Games, described the partnership as a strategic step toward building the next generation of X Games experiences, combining competition, entertainment, and digital engagement.
Stake’s Chief Marketing Officer Akhil Sarin highlighted the shared focus on innovation and global audience growth.
Convergence of Action Sports and Interactive Wagering
As the X Games League expands internationally, the partnership reflects a broader convergence between action sports, regulated betting, and digital media. By combining live events, official data, and interactive platforms, X Games and Stake are positioning XGL as a next-generation action sports league built for modern fan engagement.
