The Strategic Formation of UNA Sports Group and Ownership Leadership
UNA Sports Group enters the X Games ecosystem as a specialized investment firm dedicated to the acquisition and management of premier professional sports franchises. The firm’s investment philosophy centers on the intersection of traditional sports, modern media, and cultural influence, with a specific focus on long-term capital appreciation and operational excellence. The leadership team at UNA brings a wealth of experience from the highest levels of the entertainment and financial sectors.
The group is led by CEO and Managing Partner Del Wright, alongside President David Rader. A key figure in the acquisition is Andrew Thau, a Founder and Partner at UNA, who previously served as the Chief Operating Officer of United Talent Agency (UTA). Thau will take on the pivotal role of Governor for the New York X Games franchise, providing the strategic oversight necessary to integrate the brand into the New York sports landscape. The involvement of executives with deep ties to talent management and media operations suggests that X Games Club New York will prioritize high-production content, athlete branding, and cross-platform fan engagement.
Under this new ownership, X Games Club New York will operate across both the Summer and Winter seasons. This dual-season approach is designed to eliminate the historical "off-season" lull in action sports visibility, providing sponsors and fans with a continuous narrative throughout the calendar year.
A Structural Shift: The MoonPay X Games League Model
The sale of the New York franchises is part of a broader structural transformation within the X Games organization. Traditionally, the X Games operated as a series of independent, invite-only events where athletes competed primarily for individual accolades and prize money. Under the leadership of CEO Jeremy Bloom, a former Olympic skier and NFL player, the organization has pivoted toward the MoonPay X Games League (XGL).
The XGL introduces a city-based team model, mirroring the structures found in the NFL, NBA, and Formula 1. This shift is intended to create recurring value for team owners, provide more stable income streams for athletes, and foster deeper regional loyalties among fans. To facilitate this expansion, the league has retained Moelis & Co. LLC as its exclusive financial advisor. The engagement of a top-tier investment bank indicates that the X Games is looking to professionalize its sales process as it courts institutional investors and private equity firms for future franchise expansions.
Athlete Roster and High-Performance Leadership
The New York franchise has already secured a roster that features some of the most prominent names in action sports. Leading the team is Captain Nyjah Huston, an American skateboarding icon who holds the record for the most X Games gold medals in street skateboarding. Huston’s involvement provides the franchise with immediate global recognition and a proven track record of competitive dominance.
The team’s roster is further bolstered by the addition of Chloe Covell, a teenage skateboarding prodigy from Australia who was the first overall pick in the inaugural MoonPay X Games League Summer Draft. The inclusion of Covell highlights the league’s focus on securing the next generation of superstars. Other notable members of the New York squad include:
- Hannah Roberts: A multi-time world champion and Olympic silver medalist in BMX Freestyle, representing the elite tier of American cycling.
- Logan Martin: An Australian BMX rider and the first-ever Olympic gold medalist in the Men’s BMX Freestyle Park event.
- Steve Rodriguez: Serving as the General Manager, Rodriguez is a foundational figure in the New York City skateboarding scene. His local expertise and entrepreneurial background are expected to be instrumental in connecting the professional franchise with the grassroots community in the five boroughs.
The blending of veteran champions and rising international stars suggests that UNA Sports Group is building a "super-team" designed to dominate the standings from the outset.
Chronology of the 2026 XGL Summer Season
The 2026 season will serve as the litmus test for the new league structure. The schedule has been designed to maximize international exposure while building toward a high-stakes finale in the United States.
- Season Opener (June 26, 2026): The Summer Season kicks off in Sacramento, California. This event will mark the competitive debut of the New York franchise under UNA ownership.
- International Leg: The league will travel to Chiba, Japan, a hub for action sports in Asia, further emphasizing the global nature of the XGL.
- The Championship (July 24–26, 2026): The season concludes in New Orleans, Louisiana, at the Caesars Superdome. This grand finale will determine the first-ever XGL Champion.
The competitive format relies on a cumulative scoring system throughout the season. The team that amasses the highest total score across all events will be awarded the championship title and a $500,000 team purse. This prize structure is intended to incentivize team-wide performance rather than individual highlights alone.
Market Analysis and Economic Impact
The decision to establish a permanent X Games presence in New York is backed by significant market data. New York remains the primary media market in the United States, and the Tri-State area has a long, albeit fragmented, history with action sports. By creating a localized team, the XGL aims to capture a portion of the "home team" loyalty that drives billions of dollars in revenue for traditional sports.
For New York State, the commitment from X Games and UNA Sports Group includes plans to host future Summer and Winter X Games events within the state. This could result in a substantial economic boon for host cities through tourism, hospitality, and infrastructure development. Historically, X Games events have drawn tens of thousands of spectators, generating millions of dollars in local economic impact.
Furthermore, the "eight-figure" price tag for the New York franchises sets a high valuation benchmark for future team sales. It signals to the broader sports investment community that action sports assets are moving into a new tier of financial maturity. As the XGL continues to sell franchises in other major markets, these early valuations will be critical in establishing the league’s total enterprise value.
Official Responses and Strategic Vision
Leadership from all involved parties has emphasized that this deal is not merely a transaction but a foundational shift for the sport. Jeremy Bloom, CEO of X Games, characterized the deal as the "starting line" for the league’s permanent market presence. He noted that the selection of UNA Sports Group was deliberate, citing their ability to build long-term value in a complex market like New York.
The UNA Sports Group leadership issued a joint statement highlighting the scalability of the team-based model. They noted that the shift from an event-based calendar to a league-based platform creates a more robust framework for fan engagement. This sentiment was echoed by General Manager Steve Rodriguez, who emphasized the opportunity to "unlock opportunities for the Club" and support athletes in a way that was previously unavailable in the fragmented landscape of independent competitions.
Broader Implications for the Action Sports Industry
The move by X Games to a franchised, city-based model is a direct response to the changing landscape of sports consumption. With the rise of digital streaming and the globalization of athlete brands, traditional event models often struggle to maintain year-round relevance. By tethering teams to specific cities, the XGL is attempting to replicate the stability and "appointment viewing" characteristics of major league sports.
This evolution also has profound implications for athlete sponsorships. In the past, action sports athletes relied heavily on individual endorsement deals. The XGL model introduces team-level sponsorships, potentially creating new revenue streams that can be shared with the athletes, thereby providing greater financial security and professional longevity.
As the XGL looks toward its 2026 season, the success of the New York franchise will be a primary indicator of whether action sports can successfully transition from a niche, counter-culture spectacle into a mainstream, institutionalized professional sports league. With a star-studded roster, experienced ownership, and a permanent home in the world’s most prominent media market, X Games Club New York is positioned to be the flagship for this new era.
The upcoming months are expected to see additional franchise announcements as the league fills its roster of cities. Investors and fans alike will be watching closely as the XGL prepares to transform the Caesars Superdome into the epicenter of the action sports world in July 2026. For now, the focus remains on New York, where the fusion of high-finance investment and world-class athleticism is set to redefine the Tri-State sports landscape.
