A new partnership between X Games and Alt Sports Data will enable regulated sports betting on the events run by the action sports competition for the first time.
X Games, which was created in 1995, runs a series of events across different sports like skiing, snowboarding, skateboarding, and more, but fans haven’t previously been able to bet on the outcomes.
Through a new collaboration, Alt Sports Data will provide a range of traditional bets and prop wagers in an effort to “deepen fan engagement and extend the global appeal…”
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This has been made possible through the leveraging of exclusive access to official X Games data. “This partnership represents a significant step forward in our mission to redefine fan engagement in some of the world’s most engaging and exciting sports,” said Todd Ballard, Co-Founder and CMO of ALT Sports Data in a press release.
“X Games is the most iconic brand within the action sports community, and we are excited to bring innovative betting markets to their passionate fan base. By integrating sports betting, we aim to create deeper connections, attract new audiences, and drive the continued growth.”
The partnership has been described as an “exciting step forward” by Jeremy Bloom, the CEO of X Games.
X Games betting comes ahead of new plans to boost the calendar in 2026
This comes after the company was sold by ESPN in 2022 to MSP Sports Capital, a private equity firm which includes the McLaren Racing team in its portfolio.
Since then, the company has made significant moves to boost the profile of the events. In a 2024 press release it was announced that the company will introduce “a bold, new global, team-based format in 2026.”
In the news release, Jeff Moorad, Executive Chairman of the competition company and Principal of MSP Sports Capital said: “In essence, we’ve used Formula One as a model for this new X Games League.
“To that end, we are creating a year-round calendar and introducing new commercial opportunities to accelerate the overall growth of X Games.
“These opportunities will provide a secure and sustainable future for our most important stakeholders – the athletes. By leveraging the incredibly valuable X Games brand, we will create a durable, global business that will be good for athletes, fans, investors and sponsors.”
Featured Image: Via X Games on Facebook
