SAN FRANCISCO (August 4, 2026) — In a landmark development for the future of action sports, the MoonPay X Games League (XGL) has officially announced the sale of its Bay Area/Lake Tahoe winter franchise to an investment group spearheaded by prominent Bay Area entrepreneur and investor Jonathan Turner. The newly christened "X Games Club Golden State" (XC Golden State) represents the sixth club acquisition in the XGL’s rapid expansion, signaling a definitive shift toward a franchise-based model in the high-stakes world of elite skiing and snowboarding.
This transaction, finalized with the strategic guidance of Moelis & Co. LLC as the exclusive financial advisor, brings the XGL one step closer to completing its inaugural ownership roster. As the league prepares for its highly anticipated 2027 Winter Season, the arrival of XC Golden State serves as a cultural bridge between the tech-forward innovation of Silicon Valley and the rugged, storied terrain of the Sierra Nevada mountains.
The Strategic Vision: Merging Innovation with Heritage
The formation of XC Golden State is not merely a financial transaction; it is a calculated effort to institutionalize the culture of action sports. The investment coalition, curated by Jonathan Turner, comprises a diverse array of Bay Area venture capitalists, creators, and action sports legends who view Northern California as the "spiritual home" of modern winter athletics.
Bridging the Gap
The ownership group’s mandate is twofold: to leverage the regional economic engine of the San Francisco Bay Area and to honor the deep-seated mountain culture of Lake Tahoe. By synthesizing these two identities, the group aims to create a club that transcends the traditional "sponsored athlete" model, moving instead toward a sustainable, community-anchored professional team structure.
"Northern California has helped shape action sports for generations," stated Jeremy Bloom, CEO of X Games. "From the mountains of Lake Tahoe to the innovation and creativity of the Bay Area, few regions have had a greater influence on the athletes, brands, and culture that define our industry today. We’re thrilled to welcome Jonathan and the entire Golden State ownership group as we continue building the future of the X Games League."
A New Era: Chronology of the XGL Expansion
The evolution of the X Games from a media-centric event series to a year-round, team-based league is the result of years of strategic planning by parent company MSP Sports Capital.
- 2025 – The Conceptualization: Following the successful acquisition of the X Games brand, MSP Sports Capital identified a gap in the market: the lack of a structured, league-based professional pathway for action sports athletes.
- Early 2026 – The Launch: The MoonPay X Games League (XGL) is officially unveiled, promising a co-ed, city-based team format that provides athletes with consistent salaries, health benefits, and a structured, high-stakes tournament schedule.
- Mid-2026 – Aggressive Scaling: The league begins the rollout of its eight-club model, targeting key geographical hubs. As the sale of franchises progresses, the market responds with significant investor interest.
- August 4, 2026 – The Golden State Milestone: The sale of the Bay Area/Lake Tahoe club is finalized, marking the sixth of eight planned club sales.
- September 16, 2026 – The Draft: XC Golden State is confirmed to hold the first overall pick in the inaugural XGL Winter Draft, scheduled to take place in Los Angeles. This provides the team with immediate leverage to define its identity by selecting a marquee, franchise-leading athlete.
- 2027 – The Inaugural Season: The XGL officially kicks off its first winter season, transitioning from traditional standalone contests to a comprehensive, multi-month competitive campaign.
Implications: Changing the Economics of Action Sports
The XGL represents a seismic shift in how action sports professionals earn their living. Traditionally, athletes relied heavily on seasonal prize money and brand endorsements, which could be notoriously volatile. The XGL model stabilizes this income stream.
Athlete Compensation and Security
Under the new club-based structure, athletes are no longer independent contractors fighting for podium spots in isolation. Instead, they are employees of their respective clubs. This transition provides:
- Guaranteed Salaries: A base income floor for all rostered athletes.
- Expanded Benefits: Comprehensive healthcare, training facilities, and professional development resources.
- Revenue Sharing: A portion of team-based sponsorship and broadcasting revenue, allowing athletes to participate in the long-term financial success of the league.
Impact on the Regional Economy
By anchoring the club in the Bay Area and Lake Tahoe, the ownership group plans to host local activations, youth clinics, and fan-centric events. For the regional economy, this creates a new "sporting vertical." The XC Golden State team will essentially serve as a marketing engine for the Tahoe ski industry, likely leading to increased winter tourism and regional sponsorship opportunities for local businesses.
Supporting Data: Why Northern California?
The choice of the Bay Area and Lake Tahoe as a founding franchise location is supported by significant historical and demographic data:
- The Tahoe Basin: With some of the highest skier-day volumes in North America, the region is a training ground for dozens of Olympic and X Games medalists.
- Economic Depth: The San Francisco Bay Area boasts one of the highest concentrations of venture capital and high-net-worth individuals globally, providing the necessary liquidity to sustain a long-term professional sports franchise.
- Cultural Dominance: Since the early days of snowboarding and freestyle skiing, the Sierra Nevada region has been a hub for equipment innovation, film production, and athlete lifestyle, making it a natural commercial home for the X Games brand.
Official Responses and Strategic Outlook
Jonathan Turner, reflecting on the acquisition, highlighted the "unlimited global potential" of the X Games brand. "We aim to showcase the talent of the exceptional X Games athletes and bring the excitement and passion for action sports to fans around the world," Turner noted. "The Bay Area and Lake Tahoe have been central to the development of action sports, and it’s essential that the communities of Northern California have their own team to support."
The "First Pick" Advantage
The fact that XC Golden State holds the first selection in the upcoming September draft is a massive competitive advantage. It allows the management team to set the tone for the entire league. Speculation has already begun regarding which winter athlete will become the "face of the franchise." Whether the team chooses a veteran technical skier or a high-upside snowboarding phenom, the first pick will serve as a bellwether for the club’s long-term competitive strategy.
The Role of MSP Sports Capital
As a portfolio company of MSP Sports Capital, the XGL benefits from the expertise of founders Jeff Moorad and Jahm Najafi. Their background in major leagues—including MLB, NBA, NFL, and Formula 1—is evident in the way the XGL is structured. By applying the "franchise model" used in traditional sports to the more fluid world of action sports, MSP is effectively trying to replicate the commercial success of the Formula 1 team model.
Looking Ahead: The Future of the XGL
The next several months will be critical for the league. With only two club sales remaining to reach the full eight-team capacity, the league is expected to announce the final ownership groups before the end of the year.
For fans, the transition to a team-based format offers a new way to engage with the sport. Instead of cheering for individuals who only compete occasionally, fans now have a local, year-round team to follow. This is expected to drive higher engagement on streaming platforms, linear broadcast, and social media channels.
As XC Golden State begins building its front office, hiring coaching staff, and scouting for the September draft, the excitement in Northern California is palpable. The club has already launched its digital presence, inviting fans to follow the journey at xgames.com/xgl/xcgoldenstate and on Instagram at @xgames_goldenstate.
The launch of the XGL is more than just a new tournament; it is a declaration that action sports has finally matured into a global, professional, and sustainable industry. For Jonathan Turner and his coalition, the goal is simple: to build a championship-caliber organization that reflects the pioneering spirit of Northern California and sets the standard for the next generation of winter action sports.
About the Organizations
X Games: The premier global action sports brand, X Games continues to be the definitive platform for the world’s elite athletes in skateboarding, BMX, skiing, snowboarding, and Moto X.
MoonPay X Games League (XGL): The world’s first year-round, team-based, co-ed action sports league. It bridges the gap between grassroots passion and professional, high-stakes competition through its innovative, city-based club model.
MSP Sports Capital: A global private equity firm specializing in the sports ecosystem. By investing in teams and leagues, they drive value through operational expertise and financial innovation, drawing from deep experience in the world’s most prestigious sporting organizations.
