Monster Energy Becomes Founding Partner of the X Games League
In a major move set to redefine the future of action sports, X Games has announced a landmark three-year partnership with Monster Energy, naming the iconic brand as the Official Energy Drink of X Games and Founding Partner of the new X Games League (XGL). This collaboration marks the most significant deal to date between the two powerhouse brands, built around a shared mission to put athletes first and create a sustainable global platform for the progression of skateboarding, BMX, and other action sports.
“Everything we do at X Games starts with athletes. This partnership ensures that our athletes who define our culture have more opportunity, more security, and more spotlight. Monster Energy has stood beside these athletes for years, and now, as we launch the X Games League, they’re helping us build a platform that gives them year-round careers and global recognition.”
said Cherie Cohen, Chief Revenue Officer at X Games
The expanded partnership will see Monster Energy powering prize purses, athlete storytelling, and global event activations, emphasizing the brand’s deep-rooted commitment to the athletes driving the culture of action sports. By backing the transition from a standalone event model to a year-round professional sports league, both Monster and X Games aim to enhance athlete visibility, growth, and financial stability.
“For more than a decade, Monster Energy has backed the athletes who define X Games and push progression in action sports. This new 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 athletes are the ones leading it.”
Among those leading the charge are Nyjah Huston, world-renowned skateboarder, and Ryan Williams, BMX freestyle innovator—both Monster Energy athletes and founding members of the new XGL.
“Monster Energy has supported me and so many skaters for years,. They’ve always been about putting athletes first, and the X Games League is going to take that even further. It’s sick to see a format that gives us more opportunities to compete, tell our stories, and connect with fans all season long.”
Huston said
“Monster Energy has always been there for BMX and the athletes driving it forward. With the X Games League, 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.”
Williams echoed the sentiment, adding,
Launching in 2026, the X Games League will debut with a multi-stop summer season, expanding in 2027 to include a winter season. The league introduces a fresh competitive format where athletes compete both individually and as part of teams, fostering deeper narratives and fan engagement across the sport.
As a Founding Partner, Monster Energy will be featured throughout the athlete drafts, digital storytelling, and season-long broadcast coverage, ensuring that the athletes—the heart of X Games—remain front and center.
This partnership represents a historic evolution for action sports, marking the largest leap forward in X Games’ three-decade history. With Monster Energy’s unwavering support, the X Games League promises to usher in a new era where athletes gain structure, visibility, and long-term sustainability—a future built entirely around those who make the sport what it is.