The world of action sports is about to collide with the thrill of live betting. Stake has become the official online casino and sports betting partner of the X Games League (XGL), a groundbreaking move for both entities as the league prepares for its launch.
This isn’t simply a sponsorship; it’s a calculated evolution. The X Games, known for pushing physical and creative limits, recognizes Stake’s dominance in the digital realm and its ability to connect with a global, tech-savvy audience.
Every XGL event – all four global competitions, including the iconic Winter X Games in Aspen – will now be exclusively livestreamed on Kick. This connection isn’t accidental; Kick shares co-founders with Stake, creating a powerful, unified platform for fans.
The viewing experience will be dramatically enhanced with real-time odds provided by Alt Sports Data, seamlessly integrated into the broadcasts. This data expertise, previously utilized by Formula 1, promises to elevate fan engagement to a new level.
Beyond the live action, Stake and Kick will be the exclusive home for both the Summer and Winter XGL Drafts, offering a unique betting and streaming experience. This comprehensive partnership aims to immerse fans in every aspect of the league.
A dedicated athlete ambassador fund is also being established, empowering X Games athletes to create compelling, co-branded content. This initiative will foster a deeper connection between athletes and their community, offering exclusive insights and behind-the-scenes access.
Cherie Cohen, Chief Revenue Officer at X Games, described the partnership as “a monumental step” in building the future of the X Games. She emphasized the desire to provide fans with the “adrenaline-fueled engagement they crave,” transforming the viewing experience.
The collaboration isn’t just about expanding reach; it’s about strengthening the business foundation of the X Games League as it scales globally. The combination of Stake’s platform and Alt Sports Data’s insights is poised to redefine what fans expect from live sports entertainment.
The partnership officially kicks off at X Games Aspen, January 23-25, 2026, followed by the Summer XGL Draft in March. Stake and Kick are committed to remaining at the forefront of the X Games’ broadcast and digital evolution, even as the league expands its global footprint.
This alliance signals a bold new era for action sports, one where the excitement of competition is amplified by the dynamic world of live betting and immersive digital experiences.
