X GAMES TAPS VERSA TO SUPPORT MUSIC TALENT BUYING AND ENTERTAINMENT STRATEGY

[Los Angeles, CA] — X Games has engaged global talent buying agency and entertainment strategy partner Versa to support music talent buying and entertainment strategy across select MoonPay X Games League programming.

The collaboration comes as X Games continues building live experiences that fuse action sports, music and culture. Since its launch in 1995, music has remained a core part of X Games culture, and the brand continues evolving beyond competition into a broader cultural platform built around athletes, artists, fans and immersive live experiences.

Through its work with X Games, Versa will support artist strategy, talent sourcing, negotiations and booking execution, helping develop music programming designed to complement the energy, identity, and audience of each X Games League experience.

“X Games has always understood that music is part of the culture, not simply an add-on to the competition,” said Toby Benson, Co-Founder of Versa. “Our role is to help bring the right artists, strategy and execution together so the entertainment feels authentic to the audience and additive to the overall experience. We’re excited to continue building alongside their team.”

“As X Games completes its transition to the MoonPay X Games League, our ambition is twofold: to build the preeminent action sports league in the world and, true to our roots, to be the only one that puts music on equal footing with the competition,” said Bryan Hindin, Counsel – League Operations, Music and Business Affairs. “Versa is a key partner in bringing that vision to life.”

The relationship with X Games began at X Games New Orleans, where Versa supported talent buying for a portion of the event’s music programming. Versa will continue working with X Games across select events, including talent-buying support for Levity’s performance in Calgary during the Winter season.

Founded by Jace Cohen and Toby Benson, Versa works on behalf of festivals, promoters, venues, brands and international partners, advising clients across talent strategy, market intelligence, pricing, negotiations, routing and booking execution.Over the past year, Versa has facilitated more than $100 million in completed talent partnerships across touring, festivals and brand entertainment while expanding operations throughout North America and Asia.

Versa’s festival portfolio includes talent strategy and programming across more than 20 entities, including Groove Cruise, Same Same But Different, High Tide Music Festival, S2O, VAC and others, alongside entertainment partnerships with brands like IBM, Reddit, Lancôme, IHG, Vivint andNetApp.The company has also supported major international touring initiatives, including work surrounding Imagine Dragons’ record-breaking 500,000-plus-ticket stadium run in mainland China and Anyma’s expansion into the market.

The X Games partnership comes during a broader evolution for the action sports platform. In 2026, the brand launched the MoonPay X Games League, introducing a year-round, team-based competition structure while continuing to build festival-scale fan experiences around action sports, music and culture. As the brand expands its footprint, Versa will support the continued development of music programming that contributes to the X Games entertainment ecosystem. 

Additional music programming, artist announcements and future X Games event details will be shared separately by X Games as they are confirmed.