X Games & MoonPay Launch New League to Target Gen Z Fans

• X Games has entered into an eight-figure partnership with crypto firm MoonPay to launch a year-round, team-based competition called the MoonPay X Games League (XGL).
• The collaboration is driven by the high engagement of younger demographics, including Gen Z and students, with both action sports and blockchain technology.
• The new league structure will provide athletes with professional salaries, benefits, and signing bonuses paid in XO Cash, a USD-backed stablecoin.

Targeting the Next Generation of Fans

X Games CEO Jeremy Bloom highlighted that the primary motivation for the partnership is the synergy between the two brands' audiences. Bloom noted that the "kid demo"—spanning middle school to college students—is currently a major force in shaping the future of financial services and the blockchain. By partnering with a crypto-native firm like MoonPay, the 30-year-old action sports brand aims to evolve alongside its younger viewers and move away from its historical reputation for being slow to adapt to market changes.

From Standalone Events to a Global League

The agreement marks a fundamental shift in the X Games business model. Under the leadership of Bloom, a former U.S. Olympic skier and NFL player, the brand is transitioning from holding individual contests to operating a professional league. The MoonPay X Games League will debut with four teams based in Los Angeles, New York, Tokyo, and São Paulo.

Key features of the new league include:

• Draft System: The league recently held its inaugural draft to select top-tier athletes.
• Competition Categories: The first championship series this summer will focus on skateboarding, BMX, and Moto X.
• Athlete Compensation: In partnership with Exodus Movement, draft picks received $100,000 signing bonuses paid in XO Cash stablecoins.

Long-Term Investment and Expansion

MoonPay founder and CEO Ivan Soto-Wright characterized the deal as a long-term investment in a growing sports ecosystem. Beyond the title sponsorship, the deal is valued in the eight-figure range and gives MoonPay the option to buy into the league by acquiring up to two teams in the future. The partnership also acts as an "ecosystem play," allowing MoonPay to promote its various blockchain partners through logo patches on athlete uniforms. This strategic move follows the 2022 acquisition of X Games by MSP Sports Capital, an investment firm that also holds stakes in crypto-aligned entities like McLaren Racing.