805 BEER AND X GAMES EXTEND PARTNERSHIP THROUGH 2028
Long-term partnership brings 805 Beer to X Games Aspen and select Summer stop while deepening brand’s commitment to action sports, athletes and culture
Paso Robles, California — 805 Beer and X Games today announced an extension of their partnership through 2028, further reinforcing the connection between two iconic brands rooted in action sports, creativity and the people who push culture forward.
The multi-year agreement will continue 805 Beer’s presence at both X Games Aspen and a select X Games Summer stop, deepening 805 Beer’s relationships with some of the most influential athletes and communities in action sports.
For 805 Beer, the partnership is part of a longstanding commitment to supporting athletes, artists and craftspeople who pursue life on their own terms. Rather than merely sponsoring events, 805 Beer has spent years building relationships with people and communities that authentically represent the brand’s independent California spirit.
That community is embodied by the “805 Authenticos,” a diverse roster of athletes, artists and makers that includes X Games legends Tyler Bereman and Vicki Golden; professional surfers Conner Coffin, Lakey Peterson, Nate Tyler, Mickey Clarke and Kirra Pinkerton; professional bronc rider Lefty Holman; MMA standout Tabatha Ricci; professional mountain bikers Tyler McCaul and Ryan “R Dog” Howard; and others who share the brand’s passion for craft, progression and living life on their own terms.
“805 has built something special by showing up for action sports in a way that’s true to the athletes and the culture,” said Cherie Cohen, Chief Revenue Officer at X Games. “They understand that these communities are about more than competition. They are about creativity, individuality and passion. We’re excited to extend our partnership through 2028 and to find new ways to bring our shared spirit to life at both our winter and summer events.”
The X Games extension expands on a growing portfolio of 805 Beer partnerships across action sports, music and independent culture. 805 Beer is the Official Craft Beer of the World Surf League and has built meaningful partnerships with Vans Warped Tour, Aftershock and Born Free, among others.
Together, these relationships reflect a broader strategy for 805 Beer: investing in the places, people and experiences where the brand has a legitimate connection rather than simply placing its name alongside them.
805 will activate across X Games Aspen and X Games California throughout the partnership, creating experiences for fans while continuing to tell the stories of athletes and personalities connected to both brands.
“805 has never been about chasing culture—it’s about supporting the people who create it,” said Dustin Hinz, Chief Marketing Officer at Firestone Walker Brewing Company. “X Games represents so much of what we believe in. Extending this partnership through 2028 gives us the opportunity to keep investing in athletes and communities we genuinely care about while bringing 805 Beer to fans in a way that resonates with who we are.”
# # #
About 805 Beer
805 Beer was originally created by Firestone Walker Brewing Company as an homage to the brewery’s home on California’s Central Coast. What began as a local beer has grown into a lifestyle brand rooted in the people, places and pursuits that embody an independent spirit. Through its family of beers, its 805 Authenticos and partnerships spanning action sports, music and culture, 805 celebrates those who live life on their own terms.
About X Games
Since its inception in 1995, X Games has become the world’s leading action sports competition and lifestyle brand, spotlighting elite action sports athletes and youth culture. Over the past 30 years, X Games has held premiere global events, hosted top-tier musical acts, and created year-round content that connects with fans across platforms.
