X Games is going all in. On September 24, 2025, the action sports juggernaut announced a sweeping reinvention of its identity and business model — new logo, new league, AI-augmented judging, sports betting, and global expansion — all aimed at shaping the next 30 years of the sport.

At the core of the transformation is X Games League (XGL), the first-ever year-round, team-based competition in action sports, set to debut in Summer 2026. The league will blend individual prowess with team rivalries, giving athletes continuous opportunities beyond isolated events. Annie Lokesh — formerly of the WNBA — is leading the league’s launch, and over 150 athletes have already declared for the inaugural draft.

“X Games has always been where outsiders became icons and impossible became possible,” said Jeremy Bloom, CEO of X Games. “We’re staying true to that DNA … 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.”

A Visual Reset for the Next Generation

The rebrand launches with a new visual identity: the “X” logo has been refined, the graphic language modernized, and brand assets repositioned to support a more fluid, evolving look. The aim: to appear rebellious, global, and able to evolve as quickly as the athletes themselves. The aesthetic shift also underscores the bigger structural changes coming.

Fans and media have already responded — partly with excitement, partly with skepticism. Change of such scale invites comparisons to corporate rebrands in other major sports. Yet X Games hopes the bold visual statement signals more than a facelift — the start of a new era.

Tech, Fairness & Judging: Enter The OWL

One of the most futuristic elements is AI-powered judging, branded as “The OWL.” This system is designed to augment human judges by providing real-time objective measurements — amplitude, rotation, trick names, airtime — to reduce bias and increase transparency.

X Games has already experimented with AI in the halfpipe at X Games Aspen, using advanced machine learning tools to help predict top finishers and assist scoring. But humans still have final say, with the AI serving as a tool rather than replacement. Bloom has emphasized the importance of addressing unconscious bias in judged sports — a motivation for leaning into this technology.

Betting, Fan Engagement & New Revenue Models

X Games is also embracing sports betting and fantasy sports — a move that would have seemed unlikely years ago in counterculture-rooted action sports. The U.S. sports betting market is already valued at around $17 billion, and opening that gateway promises new forms of engagement with younger fans.

Bloom frames it as a path to amplify athlete influence and fan interactivity — not purely commercial exploitation. He says they are working with regulated platforms, operating only within legal jurisdictions.

Global Expansion, Year-Round Events & Festival Vibes

Beyond structural and tech shifts, X Games is evolving how it shows up in the world. They plan to break from the rigid “summer / winter” cadence and run more global stops with localized broadcasts in multiple languages. The goal: to make X Games a continuous storytelling platform, not just episodic.

Live events will take on a festival sensibility, mingling competition with music, tech, culture, and community. The brand wants experiential moments, not just podiums. Socially, X Games has already doubled its YouTube following to 2 million and claims over 16 million in total reach across platforms.

Athletes at the Center

Underpinning all of this is a renewed focus on the athletes themselves. The new model promises increased prize pools, alternate revenue paths, and deeper narrative storytelling to elevate athletes beyond stunts and tricks. X Games has also announced its first “Founder Athletes” for XGL: skate legends Ryan Sheckler, Nyjah Huston, and Ryan Williams.

The league’s agenda isn’t just about competition — it’s about giving action athletes more stable careers, visibility, and ownership in the system.

The Stakes & What’s Next

This is a high-stakes metamorphosis. On one hand, X Games is doubling down on legitimacy and sustainability. On the other, it runs the risk of alienating its rebellious base by embracing corporate structures, tech oversight, and monetization routes. Critics have already raised concerns that turning action sports into “team sports” might dilute the authenticity that defined X Games for decades.

Yet the pivot feels necessary. Traditional action sports events have limited scale, unpredictable returns, and inconsistent athlete compensation. X Games is betting big — that fans will follow, that new revenue sources will support the movement, and that a new model can coalesce culture, sport, and commerce.

Next up is Summer 2026, when XGL’s inaugural season launches. How teams will be structured, how scoring will integrate the AI system, and how fans will engage through betting or fantasy — all of that will be watched closely. If the leap works, the culture of action sports itself could shift forever.