X Games announces expanded partnership with Monster Energy ahead of X Games League debut

X Games announced on Tuesday a new deal with longtime supporter Monster Energy, making the popular energy drink company a founding partner for the new X Games League that will debut in summer 2026.

The three-year partnership will expand Monster Energy’s role, notably with bigger prize purses and more “athlete storytelling.”

“Everything we do at X Games starts with athletes,” said Cherie Cohen, chief revenue officer at X Games, in a press release. “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.”

The X Games League is a new team-based concept that will create more of a true multi-stop season for both summer and winter athletes, with the team element being something fresh for the brand under the leadership of second-year CEO Jeremy Bloom.

The winter version of XGL will launch in 2027.

“Monster Energy has supported me and so many skaters for years, not just at X Games but throughout our careers,” said XGL Founder athlete and Monster Energy skateboarder Nyjah Huston. “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.”

X Games Aspen 2026 is scheduled for Jan. 23-25. This will be the 25^th consecutive year that Buttermilk Ski Area has hosted the competition.