Roku, the leading free, ad-supported streaming television (FAST) service, has announced a major expansion of its partnership with the global action-sports property X Games. The agreement grants Roku exclusive streaming rights in the United States to the newly formed X Games League (XGL).
The Future of Action Sports
Starting with the inaugural summer edition later this year, the Roku Sports Channel will provide comprehensive live coverage of all XGL events. The deal extends through the 2027 winter edition, reinforcing Roku’s commitment to capturing the next generation of sports fans.
Key highlights of the XGL coverage include:
- Live Event Streaming: Full coverage of all four global events per year.
- Draft Coverage: Exclusive streaming of the X Games League Draft, commencing with the upcoming event at the COSM venue in Los Angeles on March 12.
- Multi-Discipline Action: Featuring top-tier men’s and women’s competitions in skateboarding, BMX, snowboarding, and skiing.
A Digital-First Strategy
X Games chief executive Jeremy Bloom highlighted the importance of this partnership, noting: “This league was built for the next generation of sports fans. Our audience is young, digital, and streaming-first. Roku has proven it can grow that audience in a meaningful way.”
The data supports this move: during X Games Aspen 2025, Roku reported a massive 149% year-on-year growth in viewership, with female viewership surging by 233%.
Commercial Momentum
The XGL is entering the market with strong commercial backing. Financial technology company MoonPay has been secured as the title sponsor, while betting firm Stake joins as the exclusive online casino and sports betting partner. Stake is also set to livestream all events, further expanding the league’s digital footprint.