LOS ANGELES (Sept. 29, 2026) — In a move that signals a seismic shift in the landscape of action sports, the MoonPay X Games League (XGL) has officially announced a strategic media partnership with TOGETHXR, the preeminent media company dedicated to women’s sports. This collaboration, arriving in the inaugural year of the XGL’s existence, is designed to marry the high-octane, team-based competition of the new league with the sophisticated, culture-forward storytelling that has propelled TOGETHXR to the forefront of modern sports media.
The Dawn of a New Era: Main Facts of the XGL-TOGETHXR Alliance
The MoonPay X Games League represents the most significant evolution in the history of the X Games brand. By moving away from the traditional, sporadic event model toward a year-round, team-based, co-ed structure, the XGL has effectively professionalized the world of action sports in a way never before attempted.
The partnership with TOGETHXR serves as the league’s primary engine for narrative development. Under the terms of the agreement, the two organizations will collaborate on:
- Premium Original Content: Documentary-style features that peel back the layers of athlete training, personal history, and competitive pressure.
- Behind-the-Scenes Access: Unfiltered, raw footage from the locker rooms, travel circuits, and practice facilities of the eight XGL Clubs.
- Digital and Social Integration: A unified content strategy designed to meet Gen Z and Millennial fans on the platforms where they consume media, ranging from TikTok and Instagram to emerging long-form streaming services.
- Elevating Female Icons: A dedicated focus on the female stars of the snowboard, ski, skateboard, and BMX disciplines, ensuring their trajectories are tracked with the same intensity as their male counterparts.
A Chronology of Innovation: From X Games to XGL
To understand the weight of this partnership, one must look at the rapid evolution of the X Games ecosystem over the last 24 months.
Early 2025: The Blueprint
Industry insiders began reporting on a massive structural pivot for the iconic X Games brand. Faced with the challenge of maintaining relevance in a fragmented media landscape, the organization sought to move from a "periodic festival" model to a "professional league" model.
Spring 2026: The Launch of XGL
The MoonPay X Games League officially launched with eight specialized Clubs. These clubs were designed to bridge the gap between regional fan bases and global athletic talent. Unlike traditional action sports, where athletes compete as independent contractors, the XGL team model introduces the concepts of season-long rivalries, team loyalty, and structured standings.
September 2026: The Media Catalyst
Following the successful pilot of the inaugural season’s early rounds, league executives identified a "narrative gap." While the competition was world-class, the human element—the stories of the athletes—required a specialized touch. The decision to partner with TOGETHXR was a strategic play to leverage a partner already expert in "athlete-first" storytelling.
Supporting Data: Why This Partnership Matters
The logic behind this collaboration is supported by shifting trends in sports viewership. According to recent industry analytics:
- The Rise of "Athlete-Centric" Content: Modern fans are 40% more likely to follow a sport if they feel an emotional connection to the individual athletes rather than just the team or the event.
- The Women’s Sports Explosion: TOGETHXR’s core mission—championing the mantra "Everyone Watches Women’s Sports"—is backed by explosive growth. The brand has generated over eight figures in revenue, proving that the demand for female-led sports content is not a niche market but a global imperative.
- Engagement Metrics: In the action sports space, the "highlight reel" culture is waning in favor of "process-based" content. Fans are demanding long-form, "Day-in-the-Life" style storytelling, which TOGETHXR is uniquely positioned to deliver.
Official Perspectives: Visionaries on the Future of the Sport
The alignment between the two entities is rooted in a shared philosophy regarding the intersection of culture and competition.
Bailey Williamson, SVP of Partnerships at TOGETHXR
"At TOGETHXR, we believe the athletes shaping the future of sports deserve storytelling that matches their impact," said Williamson. "XGL is creating an entirely new stage for those stories to unfold. 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
"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: A New Cultural Standard for Action Sports
The ripple effects of this partnership will be felt throughout the action sports industry.
1. Professionalization of the Athlete Career Path
By utilizing the TOGETHXR platform, XGL athletes are no longer just competitors; they are becoming influencers and cultural icons. This increases the total addressable market for sponsors and, more importantly, creates sustainable career paths for athletes whose earning potential was previously limited to contest prize money.
2. A Shift in Global Fandom
The eight-club model creates geographic anchors. By pairing this with high-quality media distribution, the XGL is aiming to foster a level of "hometown" loyalty that has been historically absent in individual-focused sports like skateboarding or snowboarding. TOGETHXR will act as the bridge, humanizing these geographic clubs through intimate storytelling.
3. Setting a Benchmark for Inclusivity
Perhaps the most significant implication is the normalization of co-ed league structures. By giving equal weight to the storytelling of male and female athletes, the XGL/TOGETHXR partnership sets a high bar for other professional leagues. It asserts that the value of an athlete’s journey is independent of gender, provided the storytelling is authentic, premium, and consistently delivered.
About the Partners
TOGETHXR
Founded by a powerhouse team including Alex Morgan, Chloe Kim, Simone Manuel, and Sue Bird, alongside veteran Jessica Robertson, TOGETHXR has rapidly become the gold standard for women’s sports media. Through their in-house production studio and viral commerce line, they have successfully translated the "Everyone Watches Women’s Sports" movement into a high-growth business model. Their work on platforms like Amazon Prime and FuboTV has proven that high-quality, long-form content is the key to unlocking new, younger demographics.
MoonPay X Games League (XGL)
The XGL is a bold experiment in modernizing a legacy brand. By introducing eight Clubs—four winter, four summer—the league has transformed the X Games into a year-round property. The league structure facilitates long-term narrative arcs, allowing for dramatic, season-long developments that were previously impossible in the traditional "weekend-event" format. With a focus on geographic identity and a revolutionary team-based point system, XGL is poised to define the next half-century of action sports.
Conclusion: The Path Forward
As the XGL season progresses, the influence of the TOGETHXR partnership will become increasingly visible. From docu-series highlighting the pressures of a skateboarder’s first season in a team uniform, to deep dives into the technical training of Olympic-level skiers, the partnership ensures that the MoonPay X Games League will not just be a spectator event, but a cultural phenomenon.
In an era where attention is the most valuable currency, the combination of XGL’s innovative competition and TOGETHXR’s storytelling prowess provides a roadmap for the future of sports. As the league continues to grow, it is clear that the focus has shifted from merely "doing tricks" to "telling stories"—and in doing so, the X Games have secured their future for a new, diverse generation of fans.
