X Games And Monster Energy Announce Three-Year Partnership
X Games has announced a landmark three-year partnership with Monster Energy, establishing the brand as both the Official Energy Drink of X Games and a Founding Partner of the X Games League (XGL). The deal marks Monster Energy’s most significant commitment yet to the X Games, uniting two powerhouse names with one shared mission: put athletes first and build a sustainable future for action sports.
“Everything we do at X Games starts with athletes,” said Cherie Cohen, Chief Revenue Officer at X Games. “This partnership ensures that the riders and skaters defining our culture have more opportunity, more security, and more spotlight. Monster Energy has supported these athletes for years, and now they’re helping us build a league that gives them year-round careers and global recognition.”
Under the new partnership, Monster Energy will boost prize purses, expand athlete storytelling, and bring high-energy activations to events worldwide—all while fueling the evolution from a standalone event model to a fully realized professional league.
“For more than a decade, Monster Energy has backed the athletes who define X Games and drive progression,” said Dan McHugh, Global CMO of Monster Energy. “This partnership builds on that legacy, giving athletes bigger stages, stronger support, and the recognition they deserve. The X Games League is the future of action sports—and the athletes are leading the charge.”
Athletes at the Core
As XGL founding athletes, Nyjah Huston and Ryan Williams both highlighted how monumental this partnership is for skateboarding and BMX.
“Monster has supported me and so many skaters for years,” said Huston. “They’ve always been about putting athletes first, and the X Games League takes that even further. It’s sick to see a format that gives us more chances to compete, tell our stories, and connect with fans all season long.”
“Monster’s always been there for BMX and the riders pushing the limits,” added Williams. “Now with XGL, we finally have a platform built around us. It’s huge for BMX, huge for action sports, and I’m proud to be part of it from day one.”
Launching in Summer 2026, the X Games League will feature a multi-stop summer season before expanding in 2027 with the debut of its winter season. Athletes will compete individually and as part of teams, building rivalries, storylines, and year-round fan engagement. As a Founding Partner, Monster Energy will play a key role across athlete drafts, digital storytelling, and season-long broadcast programming—further cementing its place at the center of the movement.
The partnership signals the biggest leap forward in 30 years of action sports—one built entirely around the athletes who make it possible.
