X Games to launch regulated sports betting through Alt Sports Data partnership
Alt Sports Data will provide trading and consumer data to let people place a diverse range of traditional bets and prop wagers on the action sports competition.
Key points:
– The X Games is beginning to regulate sports betting for its events
– Since acquiring the X Games in 2022, MSP Sports Capital has made several changes
– Alt Sports Data will provide the trading and consumer data for the betting markets
Alt Sports Data has partnered with X Games to start the process of regulating sports betting for the events.
Founded in 1995 by ESPN, X Games focuses on alternative sporting events such as skateboarding, BMX, freestyle motocross, skiing and snowboarding.
Todd Ballard, Alt Sports Data Co-Founder and CMO, said: “This partnership represents a significant step forward in our mission to redefine fan engagement in some of the world’s most engaging and exciting sports.
“X Games is the most iconic brand within the action sports community, and we are excited to bring innovative betting markets to their passionate fan base. By integrating sports betting, we aim to create deeper connections, attract new audiences, and drive continued growth.”
After ESPN sold its controlling stake in 2022 to MSP Sports Capital, a private equity firm which also features the McLaren Racing team in its portfolio, the new management announced a few major changes.
Most notably, Jeff Moorad the MSP Sports Capital Principal and X Games Chairman, confirmed that the organsation was introducing major changes in 2026 and had “used Formula One as a model for this new X Games League”.
This included “new commercial opportunities” which would “provide a secure and sustainable future for our most important stakeholders – the athletes”.
In the past year, X Games has seen 113% increase in streaming audiences and 2.4 million new social media followers.
Good to know: Tony Hawk landed the first-ever 900° trick during the 1999 X Games event after ten failed attempts, which he still describes as one of the best days of his life
Jeremy Bloom, X Games CEO, said: “The passion fans have for their favourite action sports stars rivals that of any other sport. At X Games, we’re committed to creating innovative ways for fans to express and deepen that passion.
“Our partnership with Alt Sports marks an exciting step forward, giving the action sports community a new way to engage with their favourite athletes and events through sports betting – a feature that has been integral to other professional sports.”
In other sports betting news, Betsson partnered with GameplAI to develop a localised strategy across the operator’s international brand portfolio.
Gambling Insider delivers the latest industry news, in-depth features, and operator reviews that you can trust. Our team combines rigorous editorial standards with decades of specialized expertise to ensure accuracy and fairness. We are committed to delivering clear, impartial, and dependable coverage across the global gambling sector.
