The MoonPay X Games League (XGL) has finalized a landmark agreement for the sale of its New York Summer and New York Winter franchises to UNA Sports Group (UNA), marking the first time a single entity has acquired two clubs within the newly restructured league. The transaction, valued in the eight-figure range, signals a major shift in the professional action sports landscape as the X Games transitions toward a city-based, team-ownership model designed to foster long-term stability and regional fan loyalty.
The acquisition by UNA Sports Group establishes a permanent, year-round footprint for the X Games in the New York Tri-State area. This strategic move is intended to capitalize on one of the world’s most lucrative sports and media markets, integrating action sports into the fabric of New York’s professional sports culture. UNA, an investment firm specializing in global sports franchises and media platforms, views the acquisition as a cornerstone of its portfolio, emphasizing the intersection of high-performance athletics and cultural influence.
The Strategic Shift to a Franchise Model
The sale of the New York franchises is a central component of the MoonPay X Games League’s broader evolution. For decades, the X Games operated primarily as an individual-based invitational event series. However, under the leadership of CEO Jeremy Bloom and the ownership of MSP Sports Capital, the organization has moved toward a league structure reminiscent of Formula 1 or the Premier Lacrosse League. This model provides a consistent narrative for fans, recurring revenue streams for owners, and guaranteed participation and financial security for athletes.
By securing an eight-figure deal for the New York teams, XGL has demonstrated the market’s appetite for action sports assets. The league has engaged Moelis & Co LLC as its financial advisor to manage the ongoing evaluation and execution of further franchise sales. With New York now anchored by UNA Sports Group, the league expects to announce additional franchise sales in major global markets in the coming months.
The "starting line" mentioned by Jeremy Bloom refers to the transition from a seasonal event to a full-time professional league. By establishing teams in major markets, the X Games aims to move beyond the "pop-up" nature of its past, instead building community-based roots that allow for year-round engagement, athlete appearances, and localized youth programs.
Profile of UNA Sports Group and Leadership
UNA Sports Group’s entry into the XGL is led by a partnership of seasoned executives with extensive backgrounds in sports operations, investment, and talent management. The firm’s strategy focuses on long-term value creation through the acquisition of premier sports properties that possess significant global reach.
The leadership team includes:
- Del Wright (CEO and Managing Partner): A veteran in sports investment and operational management.
- David Rader (President): An executive with deep expertise in the financial scaling of sports platforms.
- Andrew Thau (Founder & Partner): The former Chief Operating Officer of United Talent Agency (UTA). Thau will serve as the Governor of the New York X Games franchise, bringing a wealth of experience in media rights, talent representation, and brand integration.
In a joint statement, the leadership of UNA Sports Group emphasized that the shift to a team-based model creates a "strong platform for growth" and aligns with their strategy of combining institutional capital with operational expertise to scale sports properties. Their goal is to turn the New York X Games franchise into a global brand that resonates both within the action sports community and among mainstream sports fans.
A Roster of Global Icons: The New York Lineup
The New York X Games Club has assembled a roster that blends veteran dominance with the sport’s most promising young talent. Leading the team is Captain Nyjah Huston, arguably the most famous skateboarder of the modern era. Huston, an American skateboarding legend, holds numerous X Games gold medals and has been a dominant force in Street Skateboarding for over a decade. His role as captain provides the team with immediate competitive credibility and massive marketing appeal.
Joining Huston is Chloe Covell, the 14-year-old Australian skateboarding sensation who was selected by the New York Club with the first overall pick in the inaugural MoonPay X Games League Summer Draft. Covell’s inclusion highlights the league’s focus on the next generation of athletes who are already competing at an elite level.
The roster is further strengthened by:
- Hannah Roberts: An American BMX freestyle star, multi-time world champion, and Olympic silver medalist. Roberts is a pioneer in women’s BMX and a consistent podium finisher at the X Games.
- Logan Martin: An Australian BMX icon and the first-ever Olympic gold medalist in BMX Freestyle. Martin’s technical precision and competitive consistency make him a vital asset for the Summer season.
Overseeing the athletic operations is General Manager Steve Rodriguez. A staple of the New York City skateboarding scene and the founder of the influential brand 5Boro Skateboards, Rodriguez brings decades of local knowledge and industry respect to the role. His appointment ensures that while the franchise is backed by global capital, its roots remain firmly planted in authentic New York street culture.
The 2026 XGL Season and Regional Impact
The 2026 MoonPay X Games League Summer Season is set to be the first full realization of this new competitive format. The season will follow a rigorous schedule designed to crown a definitive team champion:
- June 26 – Sacramento, California: The season opener will introduce the team-based scoring system to a live audience.
- Mid-Season – Chiba, Japan: An international leg that underscores the global nature of the league and its athletes.
- July 24–26 – New Orleans, Louisiana: The Championship event held at the Caesars Superdome.
The team with the highest cumulative score across these events will be awarded the inaugural XGL Championship and a $500,000 team purse. This financial incentive, combined with individual prize purses, represents a significant increase in the earning potential for professional action sports athletes.
For the state of New York, the impact extends beyond the scoreboard. The X Games has prioritized New York as a core host market, with plans to bring both Summer and Winter events to the state in the coming years. This will likely involve the development of specialized infrastructure for skateboarding, BMX, and winter sports, providing a boost to local tourism and the regional sports economy.
Economic Implications and Market Analysis
The eight-figure valuation of the New York franchises serves as a benchmark for the action sports industry. Historically, action sports have struggled with fragmented ownership and inconsistent media rights deals. By centralizing the league under a franchise model, the X Games is following a path paved by the UFC and Formula 1—transforming a niche interest into a structured, investable professional league.
Industry analysts suggest that the "Tri-State presence" is the key to the deal’s value. The New York metropolitan area offers a density of corporate sponsors, media headquarters, and a diverse fan base that is unmatched by other regions. For UNA Sports Group, the investment is not just in the athletes, but in the "permanent presence" mentioned by Jeremy Bloom. This includes year-round fan engagement through digital content, community events, and localized merchandise.
Furthermore, the involvement of Moelis & Co LLC indicates that the X Games is being treated with the same financial rigor as the NFL or NBA. This level of institutional advisory is necessary for navigating complex franchise sales and ensuring that the league’s expansion is sustainable.
Conclusion: A New Era for Action Sports
The sale of the New York Summer and Winter teams to UNA Sports Group marks the beginning of a new chapter for the X Games. By moving away from a purely event-based calendar and toward a city-linked franchise system, the MoonPay X Games League is attempting to solve the long-standing challenge of "off-season" irrelevance in action sports.
With a roster featuring global stars like Nyjah Huston and Logan Martin, and a leadership team composed of media and sports investment heavyweights, the New York X Games Club is positioned to be the flagship franchise of the league. As the 2026 season approaches, the sports world will be watching to see if this model can successfully bridge the gap between the counter-culture roots of action sports and the high-stakes world of professional franchise ownership.
The permanent establishment of the X Games in New York ensures that the "World’s Most Famous Arena" and its surrounding region will now play host to the world’s most elite action sports athletes on a consistent basis, forever altering the trajectory of the sport and its place in the global athletic conversation.
