X Games signs Stake as global partner ahead of action sports league launch
Stake has officially been named as the ‘Executive Online Casino and Sports Betting Partner’ of the X Games League (XGL) ahead of the team-based league for action sports to be launched.
“As the X Games continues to push the boundaries of progression, this partnership leverages Stake’s position as the world’s leading online casino and sports betting platform to reach a digitally native, global audience,” the sports league has said in its announcement.
With this new partnership set in stone, all four of the global XGL events each year, including the Winter X Games in Aspen, will be livestreamed on Kick. The streaming platform has the same co-founders as the betting company Stake, hence the link in this arrangement.
As for the betting experience, real-time odds will be provided by Alt Sports Data, and these will be featured during broadcasts. The data company also offers these services to other sportsbooks and sports leagues, including having teamed up with Formula 1 in 2025 to supply them with betting data.
Stake and Kick to be forefront of broadcast and digital experience of X Games
Both Stake and Kick will also serve as the exclusive home of the betting and live streaming experience of both the Summer and Winter XGL Drafts. On top of this, a new athlete ambassador fund will be created to support X Games athletes in creative, exclusive, co-branded content for the community.
Speaking on the new signing, the chief revenue officer at X Games, Cherie Cohen, said: “Partnering with Stake is a monumental step in building the next generation of X Games. We are officially open for gaming and betting, providing our fans with the adrenaline-fueled engagement they crave.
“This isn’t just a sponsorship; it’s a strategic alignment that strengthens our business as we scale the X Games League globally. With the data expertise of Alt Sports Data and the reach of Stake, we are ready to redefine the fan experience starting right here in Aspen.”
The start of the partnership will be marked by the X Games Aspen, which will take place on January 23-25, 2026, followed by the Summer XGL Draft in March. The league also states that Stake and Kick will remain at the forefront of the broadcast and digital experience, even as it continues its global expansion.
Featured Image: Via X Games
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