X Games Expands Its Roster With New Powerhouse Partners and Legacy Brands
Momentum builds as top companies partner with the legendary action sports brand
X Games, the world’s premier action sports competition and lifestyle brand, has announced their lineup of brand partners for X Games Aspen 2026 Driven by Jeep® – taking place January 23–25 at Buttermilk – and beyond. The growing partner network includes new and returning sponsors across technology, lifestyle, food and beverage, automotive, and endemic action sports sectors—all united to deliver an elevated fan experience for the 25th consecutive year of X Games in Aspen.
“Marking 25 years in Aspen, we’re returning to this iconic location with a renewed energy and a bold vision for the future of winter sports,” said Cherie Cohen, Chief Revenue Officer of X Games. “As we expand our league and elevate the athlete experience, the support of our world-class roster of partners is vital. Together we are celebrating our action sports culture on the global stage.”
PRESENTING PARTNER
- Jeep® – As the “Official Automotive Partner of X Games Aspen 2026”, Jeep returns with a significantly expanded partnership as the first ever presenting partner and will have their latest fleet of vehicles displayed at Buttermilk in addition to being the entitlement of the X Games Slopestyle events.
Returning Partners
- Monster Energy – “Founding XGL Partner” will own the SuperPipe and level up their fan experiences with live DJ, fireplaces, and samples of their new Monster Zero Sugar Strawberry Shot Energy Drink.
- Stake – “Sports Betting Partner of XGL” offering live odds and games to global fans
- Beatbox – The “Official Party Punch” is popping up a sauna, ice bath, and DJ
- 805 Beer – As the “Official Craft Beer” fans can expect athlete collaborations, storytelling and limited-edition apparel at the 805 Alpine Club patio bar
- Pacifico – Building on their long legacy with X Games, the “Official Cerveza” will celebrate the legends of Aspen with a new content series
- Polaris – Is back for the return of snowmobiles and giving away a vehicle to a lucky fan in collaboration with Kraken Rum
- U.S. Army – Expanding their partnership and performing a National Anthem.
New Partners
- Google Cloud – “The Official Cloud & AI Partner” is bringing AI innovation and data insights into the live broadcast experience
- Amazon – The exclusive “Online Retail Partner”, featuring an assortment of apparel, accessories, and fitness items in the official X Games brand store as well as in Amazon’s new Snow Adventure Shop
- Factor_ – Nutrition partner of the Factor Athlete Lounge, providing athletes with chef-crafted, ready-to-eat meals designed to support training, recovery, and peak performance throughout X Games Aspen 2026
- Anker – “The Official Charging Partner” sponsors the X Fest Snowskate course and offers fan giveaways while keeping fans charged
- Rekt – Rekt will be sampling a must-have exclusive collab can
- High Noon – Bringing their wide range of seltzers and an onsite DJ
- Kraken Rum – In addition to a snowmobile giveaway collab with Polaris, Kraken Rum will feature its signature cocktails throughout the venue
- TinCup Whiskey – Features signature cocktails at a cozy “Whiskey in the Woods” activation.
Expanded Fan Experience
Beyond the elite competition, fans will enjoy:
- Oakley
- Quiksilver
- Spyder
- JBL
- GLD
- Hoohah
- Raw and Rebellious
- Abstruse
- Minky Couture
- BTL Recovery Lounge featuring Emsculpt Neo
- Cowboy Colostrum
- Chiquita Bananas
- Backyard Snowstorm
- Protech
- 509
- Deviant Ink
Special guests include Johnny Knoxville from Fear Factor: House of Fear and Alvin Kamara of the New Orleans Saints.
Broadcast & Media Partners
- ABC / ESPN / ESPN APP – Over 13 hours of live coverage, including SportsCenter segments and in-depth storytelling beginning Friday, January 23
- Roku – U.S. streaming partner airing every competition live on The Roku Sports Channel and on demand on X Games TV fast channel
- X Games on YouTube + Owl AI – International streaming in multiple languages
- KICK – Streaming live on kick.com for global audiences
- Amazon – New X Games TV fast channel launching on Amazon Freevee
- ProSieben – Fans from Germany, Switzerland, and Austria can tune in live
- iHeartMedia – Promoting X Games across radio and streaming stations
X Games Aspen 2026 Driven by Jeep will bring together more than 150 of the world’s best ski, snowboard, and snowmobile athletes and top musical performances by Alesso, Disco Lines, and more for an electrifying weekend of competition, culture and fan engagement.
All events will be FREE and open to the public during the day with tickets required after 4pm MT.
For more details about X Games Aspen 2026 Driven by Jeep, including the full competition schedule, music line-up, information on competing athletes and more, click HERE.
