Copyright Adweek
Monster Energy has announced its largest global sponsorship in its history, signing a landmark deal with the X Games. Monster has been a sponsor of the extreme sports competition for over a decade, but the bigger, three-year deal elevates it to the founding partner of the new X Games League (XGL), as well the official energy drink of the X Games. The brand declined to disclose how much it is investing in the game. The announcement comes after X Games rebranded in September and unveiled the new X Games League, a global team-based league that will debut in summer 2026 and expand to a winter competition in 2027. XGL aims to give athletes more structure, visibility, and earning opportunities. Monster’s expanded partnership with X Games is focused on delivering more direct benefits to athletes and helping shift the sports organization from a single-event format to a full professional league structure. As a founding partner of XGL, Monster Energy will have a presence throughout the summer and winter athlete drafts, digital content, and season-long broadcasts. Monster’s larger role will also entail boosting prize money, increasing athlete-focused content, and creating on-site experiences at events around the world. “Monster Energy is proud to be the longest-standing partner of X Games and to elevate that relationship with our most expansive multi-year global investment to date,” Daniel McHugh, chief marketing officer of Monster Energy, said in a statement. “As X Games evolves with the launch of the X Games League and enters new international markets, we’re excited to continue fueling the athletes, energy, and culture that drive the progression of action sports worldwide.” “Everything we do at X Games starts with athletes,” Cherie Cohen, chief revenue officer at X Games, added. “This partnership ensures that our athletes who define our culture have more opportunity, more security, and more spotlight. Monster Energy has stood beside these athletes for years, and now, as we launch the X Games League, they’re helping us build a platform that gives them year-round careers and global recognition.”
