The landscape of professional action sports reached a pivotal milestone today as Aspen Snowmass and X Games officially finalized a three-year hosting agreement, ensuring the world’s premier winter action sports competition remains at Buttermilk Mountain through the 2028/29 season. This multi-year commitment solidifies the evolution of the newly formed MoonPay X Games League (XGL) and cements Aspen’s status as the epicenter of winter freeskiing and snowboarding for the remainder of the decade. The agreement represents the continuation of a partnership that began in 2002, marking nearly three decades of collaboration between the Colorado resort and the global media brand.
This latest extension comes at a transformative time for the X Games franchise. Following the 2026 launch of the MoonPay X Games League, the competition has shifted from a series of independent annual events into a structured, year-round professional league. The new format introduces regionally-based teams, a drafted athlete pool, and a points-based championship race, mimicking the successful models of traditional major league sports while maintaining the counter-culture energy that defined the X Games since its inception in 1995.
The Evolution of a Strategic Partnership
The relationship between Aspen Snowmass and X Games is widely regarded as the most enduring partnership in action sports history. When X Games moved its winter operations to Buttermilk in 2002, the event was still in its relative infancy. Over the subsequent 25 years, the venue became synonymous with the progression of winter sports, witnessing the first-ever double and triple corks in snowboarding and the rise of legendary figures such as Shaun White, Chloe Kim, and Mark McMorris.
Under the terms of the new agreement, Aspen Snowmass will serve as the "crown jewel" of the X Games League’s winter circuit. John Rigney, Chief Business Development Officer at Aspen One, emphasized that the decision to extend was rooted in a shared vision for the future of the sport. Rigney noted that the commitment to showcasing high-level athleticism on a global scale remains the partnership’s primary driver. The stability of a three-year deal allows for long-term infrastructure planning at Buttermilk, ensuring the courses and spectator facilities continue to meet the increasing demands of a global broadcast audience and a growing live fan base.
The MoonPay X Games League: A New Era for Action Sports
The most significant change accompanying this renewal is the formal integration of the MoonPay X Games League (XGL). Launched in 2026, the XGL represents a fundamental shift in how action sports are organized and consumed. Historically, X Games operated on an invitation-only basis for individual athletes. The new XGL model introduces eight professional clubs—four dedicated to summer sports and four to winter sports.
These clubs are composed of drafted, co-ed teams of athletes who compete not just for individual medals, but for team points throughout a structured season. The inaugural XGL Winter season is scheduled to debut in January 2027 at Buttermilk. This league structure is designed to create season-long storylines, foster regional loyalties among fans, and provide athletes with more stable compensation through a team-based salary model that supplements traditional prize purses.
Jeremy Bloom, CEO of X Games and a former Olympian, highlighted that while the league is expanding its footprint globally, the Aspen stop remains the most critical date on the calendar. The "stop-based" league format ensures that every trick landed and every podium finish contributes to a larger narrative that culminates in a season championship.
Historical Context and Milestones at Buttermilk
Buttermilk Mountain has provided the backdrop for some of the most significant moments in the history of the Winter X Games. The venue’s unique topography allows for the construction of a world-class 22-foot SuperPipe and one of the most technical Slopestyle courses on the professional circuit.
- 2002: X Games moves to Aspen, establishing a permanent home for the winter event.
- 2012: Shaun White earns a perfect 100 score in the Snowboard SuperPipe, a feat that remains a benchmark for the sport.
- 2021: Eileen Gu becomes the first rookie to win three medals in a single X Games, signaling a new era of international dominance.
- 2026: Mark McMorris secures his 25th X Games medal, surpassing previous records to become the most decorated winter athlete in the event’s history.
McMorris, a founding athlete of the XGL Winter league, has been a vocal supporter of the Aspen extension. With 12 career gold medals—10 of which were earned on the slopes of Buttermilk—McMorris represents the bridge between the traditional X Games era and the new league format. He noted that the "fan energy at the base of the mountain" is a primary reason why athletes view Aspen as the premier stop on the world tour.
Economic and Community Impact
The renewal of the X Games contract is a major economic driver for the Roaring Fork Valley. According to historical data from the Aspen Chamber Resort Association, the X Games weekend consistently generates the highest hotel occupancy rates of the winter season, often exceeding 95% across Aspen and Snowmass Village. The event brings in tens of thousands of spectators, contributing millions of dollars in direct spending to local restaurants, retail shops, and transportation services.
The partnership involves a complex web of local stakeholders, including the Town of Snowmass Village and various municipal departments in Aspen. The logistics of hosting a global broadcast event require year-round coordination to manage traffic, public safety, and environmental impact. Aspen Skiing Company, the operator of the four mountains, has integrated the X Games into its broader mission of "living fully" and "pursuing excellence," utilizing the event to promote the resort to a younger, more diverse demographic.
Technological Integration and Fan Engagement
The "MoonPay" title sponsorship of the league indicates a heavy emphasis on digital innovation and modern fan engagement. As the XGL matures, fans can expect an increased focus on interactive experiences, including digital collectibles, enhanced streaming options, and real-time data analytics during broadcasts. The league aims to leverage these technologies to bridge the gap between the live event in Aspen and a global audience that consumes content primarily via mobile and social platforms like TikTok, Instagram, and YouTube.
The move to a league format also addresses a long-standing challenge in action sports: athlete visibility outside of the Olympic cycle or once-a-year marquee events. By creating a "homecoming" atmosphere in Aspen every year through 2029, the XGL ensures that sponsors and fans have a reliable, high-stakes environment to engage with the stars of the sport.
Broader Implications for the Action Sports Industry
The three-year deal through the 2028/29 season is being viewed by industry analysts as a stabilizing force for action sports. In recent years, the industry has seen a fragmentation of events and a fluctuating sponsorship landscape. By establishing a formal league with a multi-year broadcast and venue commitment, X Games is positioning itself to compete for the same level of commercial investment as the UFC or Formula 1.
The inclusion of co-ed teams and a geographic club identity is a strategic move to broaden the appeal of snowboarding and freeskiing. By moving away from a purely individualistic model, the XGL hopes to tap into the tribalism and loyalty inherent in traditional sports fandom. The fact that this experiment will be centered in Aspen—a town with a deep-rooted history in skiing and a sophisticated tourism infrastructure—provides the league with a "proof of concept" venue that is already proven to succeed.
Future Outlook: Looking Toward 2027 and Beyond
While the specific dates for the 2027 X Games Aspen have yet to be finalized, the announcement of the host agreement allows the XGL to begin its athlete draft and team formation processes with confidence. The inaugural winter season in 2027 will be a litmus test for the new format, as fans see their favorite athletes competing under new banners for the first time.
Aspen Skiing Company, which operates Aspen Mountain, Snowmass, Aspen Highlands, and Buttermilk, continues to invest in the infrastructure necessary to support such a massive undertaking. With over 5,600 acres of skiable terrain and a reputation for luxury and environmental stewardship, the resort provides a contrast to the high-octane, youth-oriented energy of the X Games—a duality that has defined the event’s success for over two decades.
As the X Games League expands globally, the "crown jewel" in the Colorado Rockies remains the anchor. The three-year extension ensures that the defining moments of the next generation of winter athletes will continue to be written on the slopes of Buttermilk, maintaining Aspen’s legacy as the spiritual and competitive home of action sports.
