X Games, the world’s premier action sports competition and lifestyle brand, has announced their lineup of brand partners for X Games Salt Lake City 2025 Presented by SONIC, taking place June 27–29 at the Utah State Fairpark and Event Center. The growing partner network includes four new and seven returning sponsors across lifestyle, food and beverage, automotive, and endemic action sports sectors—all united to deliver an elevated fan experience in the heart of Utah’s adventure capital. The addition of several first-time sponsors – including nationally recognized brands – signals strong momentum and broadening appeal for the X Games platform.
“Celebrating 30 years of X Games, our debut in Salt Lake City brings new energy to a city that lives and breathes action sports,” said Cherie Cohen, Chief Revenue Officer, X Games. “We’re proud to collaborate with both new and established partners who share our mission to create immersive experiences that connect with our fans and authentically celebrate action sports culture.”
Returning Partners
- SONIC® Drive-In (Presenting Partner) – Returning for the second summer as presenting partner with exclusive offerings including the Sonic Park Course with branded features and exclusive viewing areas, and X Games exclusive refreshments like the Xtreme Strawberry Jalapeño Lemonade and Xtreme Tots
- Monster Energy – Unknown Industries moto demo, custom tattoos and barber experiences, and more high-energy activations
- BeatBox Beverages – “The Official Party Punch,” featuring an airbrush station, product sampling, giveaways, and more
- U.S. Army – Performing the National Anthem and showcasing soldiers and their passion for action sports
- Pacifico Beer – “Cheers to 30 Years” campaign to celebrate decades of partnership
- Jarritos® – Sampling their popular soda from Mexico and celebrating the vibrant culture of action sports
- The Farmer’s Dog – Ensuring furry friends are part of the action
New Partners
- Rivian – The first official EV Auto Partner, showcasing electric vehicles, an innovative Airstream activation, and more
- 805 Beer – The Official Craft Beer of X Games Salt Lake City, supporting athlete and legends and turning up the party
- Activision’s Tony Hawk’s Pro Skater 3+4 – Early access to a pre-release game demo, inviting fans to experience the next generation of skateboarding culture
- No Cap! Soda Pop – Bringing a fresh, better-for-you beverage alternative to X Games audiences
Endemic and Local Industry Support
- Tech Deck – Expands onsite fan interaction with fingerboarding demos and product showcases
- Skullcandy – Utah-based partner turns up the sound with their earbuds, speakers, and other audio accessories
- Woodward – Invites fans to ride their Interactive Street Skate Park and Mini Vert Ramp
Expanded Fan Experience
Beyond the elite competition, fans will enjoy:
- Traxxas RC Racing
- Stacyc Mini Moto Course
- Taxi Garage Drift Karts
- Acon Freestyle Trampoline Zone
- Dryft Board Demos
- Space Station Gaming Tent
- Forever Stoked Art Exhibit
- Family Zone
Broadcast & Media Partners
- ABC & ESPN – Over 15 hours of live coverage, including SportsCenter segments and in-depth storytelling beginning Friday, June 27
- Roku – U.S. streaming partner airing every competition on The Roku Sports Channel and X Games TV fast channel.
- YouTube via The Owl AI – International streaming in multiple languages for a global audience
- The Pivot, PowHERful, and Mix 105 – Conducting and recording live, onsite interviews with athletes, executives, and X Games legends
X Games Salt Lake City Presented by SONIC® is poised to deliver an unmatched summer experience, combining elite sports performance, cutting-edge activations, and authentic community connection in one of America’s most vibrant outdoor destinations.
Media Credential Info:
Media credentials will be required for access to all media areas during all X Games Salt Lake City 2025 competitions and concerts. Credential approval is not guaranteed. Applicants must be a member of the press working on assignment to be approved. APPLY HERE.
About X Games:
Since its inception in 1995, X Games has become the leading action sports competition and lifestyle brand, spotlighting the world’s best action sports athletes against the backdrop of each individual host city. Over the past 29 years, X Games has organized the world’s premiere action sports events around the globe, complemented by top musical appearances, year-round content and fan experiences.
