The X Games organization has officially partnered with MoonPay to sponsor a new year-round, team-based league structure. This collaboration signals a strategic pivot for the 30-year-old brand as it moves away from standalone events toward a professional sports league model. According to CEO Jeremy Bloom, the agreement represents a deliberate attempt to modernize the brand for younger demographics. The initiative aims to integrate financial technology directly into the competitive experience while maintaining core action sports values.
Under the new MoonPay X Games League, athletes will receive salaries and benefits across a full competitive season. Bloom confirmed the deal is worth eight figures, though specific financial terms remain undisclosed to the public. The inaugural league features four teams based in Los Angeles, New York, Tokyo, and SΓ£o Paulo to ensure global representation. A draft event recently concluded to select the participating athletes for the upcoming summer championship series.
Bloom emphasized that the shared audience between the two companies drove the decision to proceed with the partnership. He told The Block that X Games is a kids demo and the new generation is shaping everything including financial services. This alignment allows the organization to stay current while tapping into a crypto-native partner base effectively. The partnership is described as a true partnership of brands with similar views of the world rather than just a traditional sponsorship.
This deal follows a broader business transformation after ESPN sold its majority stake to MSP Sports Capital in 2022. The new ownership group is known for investing in McLaren Racing which has ties to the cryptocurrency industry. X Games is transitioning into a professional sports league rather than solely staging separate standalone events. Bloom noted that perhaps in the past the brand was slow to evolve and is now bringing in new energy to the organization.
They are purposely building this brand into the future alongside Gen Z and college kids to ensure longevity. Crypto incentives are central to the athlete experience, with signing bonuses paid in XO Cash a USD-backed stablecoin. MoonPay and Exodus Movement recently teamed up to provide $100,000 worth of signing bonuses to selected athletes. Competitors will wear patches showcasing different blockchain brands across the league to increase visibility.
MoonPay holds an option to buy into the league by acquiring its own teams at a later date if performance warrants it. Ivan Soto-Wright, founder and CEO of MoonPay, stated the organization is thinking long term regarding the investment. He explained that X Games is becoming a real league which is the moment to invest big in the infrastructure. The MoonPay X Games League puts athletes first and brings crypto to a global audience in a bold new way.
Bloom is optimistic about the league economics and growth potential citing rising franchise valuations in newer sports leagues. Bloom pointed to rising franchise valuations in newer sports leagues such as pickleball and indoor golf as a comparison. MoonPay viewed this as an incredible opportunity to get deeper and wider across action sports by potentially owning two teams. This strategy mirrors how traditional sports leagues have expanded their valuation models over recent decades significantly.
The first championship series is scheduled for this summer featuring skateboarding, BMX, and Moto X competitions. The league will still feature the sports X Games is popular for while integrating the new team structure fully. Observers will watch how the integration of stablecoins impacts athlete retention and brand engagement over the next year. This partnership sets a precedent for future collaborations between traditional sports and blockchain technology firms globally.
