Partnerships
X GAMES AND SONIC® DRIVE-IN EXTEND PARTNERSHIP
The new agreement follows the presenting partnership between the brands at X Games Ventura 2024 Presented by SONIC®
X GAMES AND SONIC® DRIVE-IN EXTEND PARTNERSHIP AHEAD OF ASPEN 2025 EVENT
X Games announces that SONIC®Drive-In has been named the official quick-service restaurant of X Games Aspen 2025, set to take place at Buttermilk Mountain in Aspen Snowmass January 23-25, 2025.The announcement comes after SONIC made history last summer as the first ever Presenting Partner of X Games at X Games Ventura 2024 Presented by SONIC®.
Building on the successful summer partnership, the SONIC® brand’s commitment to creating craveable and fun moments for guests and action sports fans alike – whether at the drive-in or setting out on adventures – will be underscored at the highly anticipated X Games Aspen 2025. X Games Aspen 2025 will bring the brands together through unique onsite activations, creative branding, interactive experiences and athlete integrations throughout the upcoming weekend of action sports and live music that is sure to electrify Buttermilk Mountain.
“Our partnership with SONICin Ventura last summer was undeniably successful, so having them as a sponsor of X Games Aspen is an excellent opportunity for us to showcase that success in the winter season as well,” said Jeremy Bloom, CEO of X Games. “We’re always looking for ways to amplify the fan and athlete experience at X Games, and the innovation and creativity that SONICbrings to the table are uniquely aligned with that mission.”
“Our collaboration with X Games is the perfect way for us to connect with an audience that shares our passion for living free and having more fun,” said Ryan Dickerson, Chief Marketing Officer of SONIC. “After the success we saw in Ventura last summer, we can’t wait to bring another uniquely SONIC activation, along with more craveable menu innovation,to fans and athletes in Aspen!”
As part of the agreement between SONIC and X Games Aspen 2025, SONIC will be working with top X Games athletes Maddie Mastro and Alex Ferreira who representthe personality and essence of the brandand will serve as SONIC brand ambassadors. The relationship will include custom content featured on linear broadcasts, social media posts and press interviews discussing their favorite SONIC orders and how they prepare forcompetitions.
“X Games always puts an emphasis on fun, andI’m stoked to check out whatSONIC® is doingand meet the fans in Aspen this year,” said seven-time X Games Ski SuperPipe medalist Alex Ferreira. “Competing is always so much more exciting when the fans are having a good time, and I think activations go a long way in achieving that.”
Key SONIC X Games Aspen 2025 elements will include:
- A SONIC Ski-In/Ski-Out which will offer fans and skiers a like the option to ski or snowboard by and grab some SONIC food and drink sat the base of Buttermilk Mountain without having to miss a beat.
- A SONIC Lounge which will have a fireplace, swag giveaways, shuffleboard, board gamesand more for fans to escape the cold in between competitionsand keep the party goingin an inviting space.
- A SONIC-branded12-person Snowcatas a first-ever exclusiveand unique mode of transportation around and up themountain.
- Custom content onbroadcast and social showcasing scenic shots highlighting the SONIC fan activations,plusfun content with athletes Alex and Maddie interactingwith fans to ensure they have SONIC treats before they race and more.
- Premier SONIC venue and on-course branding fully visible onsite and inbroadcast.