X Games and Stake Expand Partnership to Bring Action Sports Betting Into Focus

The newly expanded partnership between Stake and X Games marks an important step in the growth of action sports entertainment, creating broader opportunities for fan engagement through betting and signaling rising mainstream interest in competitive action sports worldwide.

Action sports and entertainment organization X Games has announced an extended collaboration with Stake Global, a digital entertainment company (the parent company of the Stake brand, renowned online betting and gaming platform), as part of a renewed effort to deepen fan engagement and broaden the visibility of competitive action sports. The strategic partnership underscores the growing mainstream popularity of events like the X Games and explores new avenues for interaction between audiences and athletes.

Through this expanded alliance, Stake Global will continue to serve as an official partner of X Games, helping support event experiences, digital content initiatives, and interactive programming that bring action sports to wider audiences. While specific integrations are evolving, organizers describe the collaboration as part of a larger shift to enhance how fans connect with events, both on-site and across digital platforms.

Elevating Fan Engagement and Digital Reach

X Games has long been a global showcase for sports like skateboarding, BMX, and snowboarding. The expanded relationship with Stake Global is designed to elevate the fan experience by leveraging digital media and community platforms that engage audiences year-round, rather than only during live events. Especially after the establishment of the X Games League (XGL).

Organizers emphasize that the new phase of the partnership will explore “creative content distribution and interactive features” designed to bring fans closer to athletes and competitions. This includes behind-the-scenes coverage, athlete interviews, and highlight packages that can be distributed across social media and streaming channels.

Officials also note growing interest from diverse audience segments, including young sports enthusiasts who increasingly demand immersive digital experiences. In this context, collaborations like this help keep X Games relevant alongside other major sporting spectacles.

Competitive Market Interest Around Action Sports

Although X Games isn’t a traditional spectator sport in the same sense as football or basketball, its rising viewership has drawn attention from a variety of sectors interested in “how markets engage with dynamic competitive formats.” For example, general interest in broader competitive markets — including predictions or fan engagement platforms, such as top 10 new betting sites that allow audiences to interact with outcomes — has increased around major X Games events.

In regions where competitive entertainment markets are regulated, performance trends and athlete achievements at events like X Games often influence how audiences engage with forecasts and entertainment data. This reflects broader patterns in how modern sports and gaming markets evolve to meet fan demand for real-time interaction and deeper involvement with competitions.

Significance of X Games League

The X Games League (XGL) represents a major milestone in the formalization of action sports as a competitive entertainment product. Launched to provide a recurring competitive structure outside the marquee annual events, the League includes multiple stops and point-based competitions that reward consistency and innovation across disciplines such as skateboarding, BMX, and freestyle snowboarding.

The League’s significance is threefold:

• Athlete development: By offering regular competition throughout the year, the League supports athlete growth and helps emerging talents build reputations beyond single-event performances.
• Fan engagement: Regular scheduling and a clear competitive structure make it easier for fans to follow storylines, compare athletes over time, and engage more deeply with the action.
• Commercial growth: Consistent visibility through the League creates opportunities for sponsors, media partners, and content creators to build ongoing narratives, expanding the economic footprint of action sports.

As a result, the X Games League isn’t just an extension of the traditional X Games events — it’s redefining how action sports are presented and consumed in an increasingly connected world.

Looking Ahead

With the expanded partnership in place, officials from both X Games and Stake Global suggest that future collaborations will focus on innovation, inclusivity, and amplifying the voice of action sports communities around the world.

Fans and industry observers will be watching closely as this partnership develops and as the X Games League continues to build momentum in 2026 and beyond.