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The X Games League has officially announced that energy drink giant Monster Energy has become a founding partner. This collaboration is quite significant—Monster will help create a larger prize pool, more content, and greater media exposure.
In simple terms, it's the old routine of traditional sports sponsorship, but for niche sports like skateboarding and BMX, it is indeed a turning point. Professional skateboarder Nyjah Huston and BMX legend Ryan Williams are already Monster endorsers, and now they have a league platform where they can appear year-round, without having to wait for the biannual one-time events.
The league will debut next summer, with four summer teams and 40 athletes competing. The 2027 winter season will launch. After Jeremy Bloom became CEO, he transformed the X Games from an outdated ESPN project into a new era sports IP. Monster's investment is clearly a bet on the long-term popularity of these young athletes.