LOS ANGELES (Sept. 29, 2026) — In a move that signals a seismic shift in the professional action sports landscape, the MoonPay X Games League (XGL) has officially named TOGETHXR as its premier media partner. This strategic alliance is designed to marry the high-octane, team-based competition of the newly minted XGL with the industry-leading, culture-first storytelling engine of TOGETHXR. The collaboration aims to revolutionize how action sports are consumed, moving beyond the traditional event-by-event broadcast model toward a year-round, narrative-driven experience that prioritizes the personal journeys and competitive trajectories of the world’s most elite female athletes.
The New Era: A Structural Evolution of Action Sports
The inception of the MoonPay X Games League in early 2026 represented the most significant structural change in the history of the sport. By pivoting from the traditional, sporadic event model to a structured, year-round, team-based, co-ed league, XGL has effectively professionalized the infrastructure of skateboarding, BMX, skiing, and snowboarding.
At the core of this transformation are eight distinct Clubs—four focused on winter disciplines and four on summer disciplines—that combine regional identity with global athletic talent. This geographic anchoring allows for a sense of local pride and team loyalty previously unseen in the world of action sports. For the athletes, the league offers not just a new platform for competition, but a sustainable career path with expanded compensation models that go well beyond the volatility of one-off prize purses.
The partnership with TOGETHXR serves as the "storytelling heartbeat" of this new ecosystem. By leveraging TOGETHXR’s proven ability to turn athletes into household names and cultural icons, the XGL is positioning itself to capture the attention of a younger, socially conscious demographic that demands authenticity, accessibility, and high-production-value content.
Chronology: From Concept to Cultural Powerhouse
The path to this partnership is rooted in the broader maturation of women’s sports media over the last decade.
- Early 2024–2025: As the X Games brand began exploring a transition toward a permanent league structure, market research indicated a massive, untapped demand for "personality-driven" content. Fans were signaling a desire to follow athletes beyond the podium, seeking insight into their training regimens, personal struggles, and team dynamics.
- January 2026: The MoonPay X Games League officially launches, introducing the eight-club format. The league begins the arduous process of building fan bases from the ground up, identifying that standard competition broadcasts are insufficient for deep, long-term engagement.
- Summer 2026: Throughout the inaugural season, XGL leadership identifies a need for a media partner that understands the intersection of lifestyle, fashion, and high-performance sport. Negotiations with TOGETHXR gain momentum as both organizations recognize a shared mission: to elevate the visibility of female athletes.
- September 29, 2026: The official announcement confirms the partnership, outlining a slate of original programming, documentary-style features, and behind-the-scenes content that will begin rolling out in the final quarter of the year.
Supporting Data: Why This Partnership Matters
The logic behind the XGL and TOGETHXR alliance is supported by current shifts in sports consumption. According to recent industry reports, viewership trends in Gen Z and Alpha demographics are increasingly "athlete-centric" rather than "sport-centric."
TOGETHXR’s market position is a testament to this shift. Since its inception, the company has grown into one of the most influential voices in women’s sports, generating eight-figure revenues largely through its "Everyone Watches Women’s Sports" campaign. The media company has mastered the art of "community-driven content," which has been proven to increase fan retention by up to 40% compared to traditional sports highlights.
For XGL, the data suggests that integrating this storytelling model will directly address the league’s primary challenge: maintaining fan engagement during the "off-season" or between event weekends. By distributing content across social, digital, and streaming platforms, the league intends to transform its athletes into year-round content creators, ensuring that the XGL brand remains relevant 365 days a year.
Official Perspectives: Aligning Visions
The leadership teams from both organizations emphasize that this partnership is about more than just distribution; it is about advocacy and cultural impact.
"At TOGETHXR, we believe the athletes shaping the future of sports deserve storytelling that matches their impact, and XGL is creating an entirely new stage for those stories to unfold," said Bailey Williamson, SVP of Partnerships at TOGETHXR. "The league’s innovative format creates the kind of athlete journeys, rivalries, and defining moments that fuel lasting fandom. We’re excited to help bring those stories to life, build deeper connections between athletes and fans, and introduce new audiences to the talent redefining the future of action sports."
Annie Lokesh, EVP of League Operations and Strategy at X Games, underscored the historical importance of the move. "TOGETHXR has built an incredible platform by putting female athletes, culture, and authentic storytelling at the center of everything they do, which makes them a natural partner for the X Games League," Lokesh stated. "Women have always played a defining role in the X Games, and this partnership gives the women of the MoonPay X Games League an opportunity to elevate their stories and reach new audiences. We’re excited to work together to create content that extends well beyond competition and helps shape the next generation of women’s sports."
Implications for the Future of Action Sports
The implications of this partnership extend far beyond the immediate production of documentaries and social media clips.
1. The Professionalization of the Athlete-Brand
By providing a consistent media engine, XGL is empowering its athletes to build their own personal brands with professional support. In an era where athlete-influencers can command significant market power, this partnership ensures that XGL athletes are at the forefront of the cultural zeitgeist, potentially leading to increased sponsorship opportunities and long-term financial stability.
2. A New Benchmark for Gender Equity
While women have long been fixtures at the X Games, the XGL’s team-based format, combined with TOGETHXR’s focus, creates an environment where parity is baked into the structure. This is not a "side-show" or a niche segment; it is a core component of the league’s global strategy. The partnership effectively forces the broader sports media landscape to take notice of female action sports athletes, not just as competitors, but as professional entertainers.
3. The "Year-Round" Strategy
The most significant impact of the XGL-TOGETHXR alliance is the move toward a continuous content loop. Traditional action sports media is defined by the "event peak"—the adrenaline of the competition weekend. The XGL and TOGETHXR model aims to flatten this curve, creating a daily, digital-first presence that mimics the successful models of major league sports like the NBA or the Premier League.
4. Cultural Integration
By focusing on "lifestyle and youth culture," the partnership seeks to bridge the gap between action sports and the broader entertainment industry. This aligns with TOGETHXR’s history of producing content for major streaming platforms like Amazon Prime and FuboTV, suggesting that future XGL content may transcend traditional sports broadcasting to reach a mainstream audience that might not otherwise watch a skateboarding or snowboarding competition.
Conclusion: A New Standard for the Industry
The partnership between the MoonPay X Games League and TOGETHXR is a clear signal that the era of "event-only" sports is waning. In its place is a more holistic, interconnected, and narrative-heavy future. By leveraging the logistical innovation of the XGL and the cultural expertise of TOGETHXR, the sport is not just evolving—it is being redefined for a generation that views athletes as complex, multi-dimensional figures whose stories are just as compelling as their aerial maneuvers.
As the 2026–2027 season progresses, the industry will be watching closely to see if this marriage of competition and content can turn the X Games League into a global powerhouse. If the early response from fans and the industry is any indication, the future of action sports looks bright, inclusive, and—above all—story-driven.
About TOGETHXR:
TOGETHXR is the premier media and commerce company dedicated to women’s sports. Founded by Alex Morgan, Chloe Kim, Simone Manuel, Sue Bird, and media veteran Jessica Robertson, the brand focuses on authentic storytelling and lifestyle content. With a footprint that spans digital, social, and streaming television, TOGETHXR continues to prove that "Everyone Watches Women’s Sports." For more information, visit www.togethxr.com.
About MoonPay X Games League (XGL):
The MoonPay X Games League is the world’s first year-round, team-based, co-ed league in action sports. Launched in 2026, it represents a fundamental shift in the industry, featuring eight Clubs that compete in a structured season. By combining regional identity with global athletic talent, XGL is building a sustainable, long-term future for skateboarding, BMX, skiing, and snowboarding. For more information, visit www.xgames.com.
