X Games Aspen 2026 Secures Stake as First Official Gaming and Betting Partner

The X Games, known as X Games Aspen 2026 Driven by Jeep, has announced a groundbreaking partnership with Stake, a leading online betting and gaming platform. This collaboration marks the first time the X games has officially entered the gaming and betting space, as the event returns to Buttermilk Mountain in Aspen, Colorado, from January 23 to 25, 2026.

Strategic Partnership for Fan Engagement and Global Expansion

X Games chief revenue officer Cherie Cohen emphasized the meaning of the partnership, stating, “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.” Source: Sportcal

The partnership extends beyond simple sponsorship. Cohen highlighted its strategic importance,noting that it “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 experiance.” Source: Sportcal

Expanding X Games Sponsorship Portfolio

This proclamation follows a recent extension of the X Games’ partnership with Firestone Walker Brewing Company and its 805 Beer brand in November. Source: Sportcal

The X Games boasts a diverse portfolio of partners, including:

• Fast-food chain Sonic
• Alcohol brands Beatbox Beverages and Cerveza Pacifico Clara
• Transport company Rivian
• Soft drinks brand Jarritos
• Toy company Tech Deck
• Headphone manufacturer Skullcandy
• Video gaming heavyweight Activision
• the US Army

Monster Energy has also been a long-standing supporter of the X Games, becoming the first founding partner of the XGL series in 2025. Source: Sportcal

Looking Ahead

The integration of Stake into the X Games ecosystem signals a clear intent to engage a new demographic of fans and enhance the overall event experience. By leveraging data analytics and a broad reach, the X Games aims to solidify its position as a leading action sports and lifestyle brand on a global scale. The partnership with Stake is expected to drive innovation and create new opportunities for fan interaction and engagement at X Games Aspen 2026 and beyond.