AI judging, sports betting and global expansion mark the dawn of a new era

Action sports lovers, now hear this.

The X Games, which has held its Winter X in Aspen, Colorado for 25 consecutive years, is getting a full visual rebrand, including a new logo, identity and look as the organization keeps evolving the popular action sports competition, X Games said in a news release Wednesday.

“Rebellious at its core, global in its reach, and made to evolve as fast as the athletes who push it forward, the rebrand is just one piece of a sweeping vision that will define the next 30 years of action sports,” the statement said.

Another rebranding addition is the formation and launch of the X Games League, the first-ever year-round, team-based league in action sports, which will launch in the summer of 2026.

According to X Games, the league represents a fundamental shift in how fans experience action sports — blending team rivalries, individual glory and new revenue streams for athletes.

X Games said with the debut of the X Games League (XGL) in 2026, it will reinvent competition with a team-based model, where athletes contribute both individually and to team championships.

“Beyond the $2.4M already distributed in prize money annually, the league unlocks new athlete earning potential and long-term stability for the sports they represent,” X Games said.

X Games new CEO Jeremy Bloom weighed in on the announcement as well.

“X Games has always been where outsiders became icons and impossible became possible,” Bloom said. “We’re staying true to that DNA — pushing limits, celebrating individuality, and challenging the status quo — but we’re also reimagining what’s next. This is more than a rebrand. This is the future of sports. And our athletes and partners are all in.”

Other key moves X Games is making:

• X Games League (2026): Led by Annie Lokesh, formerly of the WNBA, the world’s first team-based action sports league debuts Summer 2026 with drafted athletes competing at every X Games. Over 150 athletes have declared for the inaugural XGL Summer Draft. The league will have both summer and winter seasons. 
• AI-Powered Judging (The OWL): Real-time, transparent scoring that ensures accuracy and trust for athletes and fans.
• Sports Betting & Fantasy Sports: Entering a U.S. market already valued at $17B+, unlocking deeper engagement with fans under 35.
• Year-Round Global Events: Expanding beyond the traditional summer/winter schedule, with more stops around the world and local-language broadcasts.
• Athlete-First Model: Bigger prize purses, new compensation pathways, and deeper storytelling to elevate the athletes who fuel the movement.
• Festival-Like Live Events: Blending competition with music, tech, culture, and community for unforgettable fan experiences.
• Explosive Social Growth: Building on momentum that doubled YouTube subscribers to 2M and grew total reach to 16M+ across channels — with a sharper focus on two-way dialogue with fans.

The X Games have been operating since 1995 and have become more than a competition, according to X Games, they’ve become a cultural touchstone, blending sports, music, fashion and community.

Learn more about the future of X Games here.