Partnerships
X Games expands PARTNERSHIP NETWORK
New and returning partners bring enhanced fan experiences and innovative activations to X Games Aspen.
X GAMES ASPEN 2025 UNVEILS EXPANDED PARTNERSHIP NETWORK
X Games is thrilled to announce an expanded partnership lineup, showcasing both new and returning brands that reflect the event’s ongoing momentum ahead of the highly anticipated X Games Aspen 2025, Thursday, January 23 – Saturday, January 25.
These partnerships demonstrate how X Games is uniquely positioned to authentically connect and engage with fans. These outstanding brands value those connections and are set to deliver customized content and activations to ensure fans enjoy an unforgettable experience. These brands include:
- SONIC Drive-In
- Monster Energy
- Pacifico
- Alt Sports Data
- On Location
- Sally Hansen
- BeatBox
- Eero
- NEON
- The Farmers Dog
- Sanofi-Dupixent
- Yeti Snow MX
“X Games can’t be what it is without our amazing partners and sponsors,” said X Games CEO Jeremy Bloom. “One of our goals for X Games Aspen is to elevate the fan and athlete experience and our partners’ onsite activations, athlete integration, custom content, and countless other ways they amplify our events are paramount to that. We couldn’t be happier to be partnering with every single one of these brands for X Games Aspen 2025.”
The full lineup of the 11 official and proud partners includes returning brands SONIC® Drive-In, who made history last summer as the first ever Presenting Partner of X Games at X Games Ventura 2024 Presented by SONIC® and returns as the Official Quick-Service Restaurant of X Games Aspen 2025 and Monster Energy, who returns as the Official Energy Drink of X Games Aspen 2025.
Monster Energy serves as the partner of the Men’s & Women’s Ski and Snowboard SuperPipe competitions and will have a dedicated onsite team sampling Monster Energy Products, DJ sets and podcasts. This will include on course branding, amazing onsite activations and sampling, as well as more social and content integration. Monster will also be an ongoing partner of X Games throughout 2025 to help celebrate X Games’ 30 Anniversary.
Another returning partner is Pacifico as the Official Beer of X Games Aspen 2025 along with the title partner of the Men’s and Women’s Ski and Snowboard Big Air competitions. Pacifico’s onsite activation will include the fan-favorite Beer Garden serving delicious Pacifico beer, fun giveaways, custom embroidery, DJ sets and athlete meet and greets.
A new sponsor for X Games is On Location, the official hospitality provider for the world’s most iconic sports events, including the Milano Cortina 2026 Olympic Winter Games. On Location is the presenting partner of The X Games Chalet Lounge. As the Official Hospitality Provider for Milano Cortina 2026, On Location will help take the X Games Aspen experience to the highest level, offering an unmatched VIP experience at Buttermilk Mountain.
While onsite, fans can get a free manicure thanks to Sally Hansen, the “Official Nail Care of X Games Aspen 2025”. Fans can enjoy the onsite Nail Salon where they can treat themselves to Salon Effects® Perfect Manicure™, hot cocoa and coffee along with unique giveaways!
BeatBox is a new partner at X Games featuring wine-based ready-to-drink cocktails that are available in fruit-forward flavors with recyclable packaging. The brand will feature on-site sampling. In addition, select BeatBox flavors will be available at concessions and within the X Games Chalet Lounge and Après Lounges.
New proud partner Eero is providing dedicated areas onsite with WiFi to keep fans and athletes connected both inside and outdoors. Eero will have the eero Max 7 and the eero Outdoor 7.
Participating at X Games Aspen for the first time, YETI Snow MX snowbikes will activate on-site with product demos for fans in attendance.
The Farmer’s Dog, a service that delivers balanced, freshly made pet food,
Sanofi Dupixent, the first-ever biologic medicine for patients with COPD, and NEON, supporting the release of “The Monkey” based on the Stephen King short story are broadcast partners.