X Games

The X Games are a series of action sports events founded by ESPN Inc. and aired on ESPN networks and ABC. In late 2022, ESPN sold the long-running property to MSP Sports Capital, a private equity firm co-founded by Jahm Najafi and Jeff Moorad, though the event is still aired on ESPN and ABC despite the ownership change with additional coverage being aired on the Roku Channel. The X Games have been held all over the world and typically include sports such as skateboarding, BMX, freestyle motocross, skiing and snowboarding. Participants compete to win bronze, silver, and gold medals, in addition to prize money. X Games events also feature music and culture elements like live music performances, athlete autograph sessions, and interactive, family-friendly exhibitions. The inaugural X Games were held during the summer of 1995 in Providence and Newport in Rhode Island. The competition often features new tricks such as Tony Hawk's 900 in skateboarding, Shaun White's Double McTwist 1260 in snowboard, Dave Mirra's double backflip in BMX, Travis Pastrana's double backflip in freestyle motocross, Heath Frisby's first snowmobile frontflip, Chuck Carothers's first body varial in freestyle motocross, Henrik Harlaut's first nose-butter triple cork in Ski Big Air, Gus Kenworthy's first switch triple rodeo in a ski slopestyle competition and Torstein Horgmo's first landed triple cork in a snowboard competition. The X Games gained media exposure due to their big name sponsors, top-tier athletes, and consistent fan attendance. As the Journal of Sport Management (2006) explains, Generation X and Millennials are the two demographics most highly valued by marketers. This creates a broad approach on marketing towards that certain demographic, which is why the X Games marketing and economic outlook is so "out of the box". According to a 2008 report by ESPN, in 1997, the Winter X Games inaugural...