The X Games signed an eight-figure partnership with MoonPay to launch a new global league, aiming to tap younger audiences already engaged with crypto. The deal signals how digital asset firms are aligning with youth-driven sports to expand adoption.
The agreement establishes the “MoonPay X Games League,” a team-based competition spanning cities including Los Angeles, New York, Tokyo, and São Paulo. X Games CEO Jeremy Bloom said the partnership reflects overlapping demographics, with both brands targeting Gen Z and younger cohorts shaping financial and cultural trends.
Lauren Machen
Can Youth Driven Sports Accelerate Crypto Adoption?
The shift comes as X Games transitions from standalone events into a structured league format with teams, salaries, and full-season competition. The model mirrors emerging sports leagues where franchise valuations have risen rapidly, including sectors like pickleball and indoor golf.
Crypto firms have pursued sports sponsorships across major leagues, but this deal extends beyond branding into deeper integration. MoonPay gains rights to promote its broader partner ecosystem, while athletes may wear patches representing blockchain companies, embedding crypto visibility directly into competition.
“We’re a kid demo, right? And this new generation is shaping everything, including financial services, the blockchain, crypto,” said Jeremy Bloom, CEO of X Games.
MoonPay CEO Ivan Soto-Wright added the company is investing long term, viewing the league as a platform to bring crypto to a global audience.
Still, the partnership includes structural elements uncommon in traditional sponsorships, including MoonPay’s option to acquire teams in the future and involvement in athlete compensation initiatives. With signing bonuses already distributed in a USD-backed stablecoin, will deeper ownership stakes follow? The next catalyst will be the league’s inaugural season performance and whether audience engagement translates into measurable crypto user growth.
Lauren Machen
