The X Games has taken a major step in reshaping how it operates as it moves into a new league format and begins selling team ownership rights for the first time.
According to reports, the first deal has gone to New York City, where investment firm UNA Sports Group has acquired both the summer and winter teams that will represent the city.
The agreement was described by X Games as an eight figure transaction, and it was completed with support from Moelis & Co, which is helping the league manage the evaluation and sale process as it looks at further expansion opportunities.
This first transaction is only the beginning of a wider plan that includes four pairs of teams in total, with additional locations set for Los Angeles, Sao Paulo, and Tokyo.
More franchise sales are expected in the near future as the league continues to roll out its new structure. The idea behind the model is to build stable, city based teams that compete across a full season rather than focusing only on standalone events.
X Games chief executive Jeremy Bloom said the New York deal is the opening step in a larger vision. He explained that the goal is to establish long term team presence in major global cities and give the league a stronger foundation going forward. He also pointed out that having both summer and winter teams in New York gives the market a year round role in the competition.
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UNA Sports Group, the buyer of the New York franchises, focuses on investing in and developing global sports properties. The group is led by Del Wright as chief executive and managing director, David Rader as president, and Andrew Thau as founder and partner. Thau previously served as chief operating officer of United Talent Agency and will now act as governor of the New York X Games franchises.
The ownership group described the deal as an opportunity that fits their long term strategy. They highlighted the move toward a team based system as a way to build deeper connections with fans and create more structured growth across the league. They also noted that combining investment with operational expertise can help scale global properties in a more consistent way.
New York will be a central focus for the league’s plans in the United States. Alongside the new teams, X Games has indicated it wants to bring both summer and winter events to the state in the coming years. It also plans to introduce athlete appearances, community programs, and fan focused activities connected to the franchise.
The New York club will feature a lineup of well known action sports athletes. Skateboarding legend Nyjah Huston will serve as team captain. He will be joined by Australian skateboarder Chloe Covell, American BMX rider Hannah Roberts, and Olympic BMX gold medalist Logan Martin, among others.
The franchise announcement comes as the X Games League prepares for its first summer season under the new format. The opening event will take place in Sacramento, followed by a stop in Chiba, Japan. The season will conclude in New Orleans at the Caesars Superdome, where the top performing team across all events will be crowned champion and receive a prize of $500,000.
The league concept was introduced last year with the intention of creating more consistent competition and increasing earning opportunities for athletes. After the summer season, plans are already in place to expand into a winter series starting in 2027.
Alongside team sales and league restructuring, X Games has also built a growing list of commercial partners. Earlier this year, cryptocurrency platform MoonPay signed a three year agreement as title sponsor of the league, which now operates under the MoonPay X Games name. The partnership also includes broader financial and category rights across crypto, banking, and finance.
Other partners include brands from different industries such as Sonic, Beatbox Beverages, 805 Beer, Cerveza Pacifico Clara, Rivian, Jarritos, Tech Deck, Skullcandy, Activision, and the US Army. Monster Energy has also continued its long standing involvement and became the first founding partner of the league format.
More recently, betting company Stake was confirmed as an exclusive partner for online casino and sports betting, with X Games League content set to be streamed through Stake’s Kick platform.
With the first franchise now sold and more expected soon, the league is entering a phase where its city based structure will begin to take shape in a more visible way across global markets.