Alt Sports Data has partnered with X Games to begin standardizing the process of sports betting for events.
X Games, founded by ESPN in 1995, focuses on alternative sports events such as skateboarding, BMX, freestyle motocross, skiing, and snowboarding.
Todd Ballard, co-founder and Chief Marketing Officer of Alt Sports Data, said: "This partnership represents an important step towards our mission to redefine the fan engagement of the world's most attractive and exciting sports events.
"X Games is the most representative brand in the extreme sports world, and we are thrilled to bring innovative betting markets to their passionate fan base. By integrating sports betting, our goal is to establish deeper connections, attract new audiences, and drive continuous growth."
After ESPN sold its controlling stake to the private equity firm MSP Sports Capital (which also includes the McLaren racing team) in 2022, the new management announced several major changes.
Most notably, Jeff Moorad, head of MSP Sports Capital and chairman of X Games, confirmed that the organization will undergo significant changes in 2026 and "use Formula One racing as a model for the new X Games league."
This includes "new business opportunities" that will "provide a safe and sustainable future for our most important stakeholders—athletes."
In the past year, X Games' streaming audience has increased by 113%, and its social media fan base has grown by 2.4 million.
It is worth noting that Tony Hawk, at the 1999 X Games, successfully completed the first 900° stunt after ten failed attempts, and he still describes that day as one of the best days of his life.
Jeremy Bloom, CEO of X Games, said: "Fans' passion for their favorite extreme sports stars can rival that of any other sport.
At X Games, we are committed to creating innovative ways for fans to express and deepen this passion.
"Our partnership with Alt Sports marks an exciting advancement, providing the extreme sports community with a new way to interact with their favorite athletes and events through sports betting—a function that is crucial for other professional sports."
In other sports betting news, Betsson has partnered with GameplAI to develop localized strategies for the operator's international brand portfolio.
