SAN FRANCISCO — The landscape of competitive action sports underwent another significant transformation today with the official announcement that an investment group led by prominent Bay Area entrepreneur and investor Jonathan Turner has acquired the Bay Area/Lake Tahoe Winter Club for the burgeoning MoonPay X Games League (XGL). Operating under the official moniker X Games Club Golden State—or simply XC Golden State—the newly formed franchise represents the sixth successful club sale completed by the league as it races toward its inaugural season.
The transaction underscores a broader commercial and structural evolution within the action sports industry, shifting traditional, isolated competitions into a structured, city- and region-based team format. Moelis & Company LLC orchestrated the transaction, serving as the exclusive financial advisor to X Games throughout the acquisition process.
A Coalition of Northern California Innovators
The newly unveiled XC Golden State ownership group brings together a diverse roster of regional stakeholders, including prominent tech entrepreneurs, venture capitalists, digital content creators, and lifelong action sports enthusiasts. United by a geographic identity rooted in Northern California, the consortium aims to bridge the gap between the high-tech, forward-thinking innovation of the San Francisco Bay Area and the storied mountain culture, heritage, and geography of Lake Tahoe.
By tying the franchise’s identity to these two pillars of Northern California, the ownership group hopes to establish XC Golden State as a premier powerhouse in winter sports. The region has historically served as a breeding ground for world-class skiers, snowboarders, and industry pioneers who have shaped the trajectory of winter athletics for decades.
Jeremy Bloom, Chief Executive Officer of X Games, emphasized the deep cultural significance of the region during the announcement. "Northern California has helped shape action sports for generations," Bloom stated. "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."
Jonathan Turner echoed these sentiments, highlighting the importance of giving local fans a dedicated team to rally behind. "We’re excited to partner with X Games; an iconic brand with unlimited global potential," Turner said. "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. 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. We represent those pushing the boundaries and creating sports history."
The Evolution of the MoonPay X Games League
The X Games League, launched in early 2026, represents a fundamental paradigm shift for the legendary X Games brand, which has served as the global benchmark for action sports since its inception. Backed by MSP Sports Capital—a global private equity firm founded by veteran sports investors Jeff Moorad and Jahm Najafi—the XGL is structured as the world’s first year-round, team-based, co-ed league in action sports.
MSP Sports Capital, known for its strategic investments across major global sports leagues including Major League Baseball, the National Basketball Association, the National Football League, Formula 1, and European soccer, views the XGL as an opportunity to introduce institutional sports ownership models and long-term value creation into action sports.
The league is designed to feature a total of eight clubs, split evenly between four winter X Games clubs and four summer X Games clubs. By introducing a team-based framework, the XGL seeks to solve a long-standing challenge in action sports: providing athletes with stable, year-round career opportunities. Historically, action sports athletes relied heavily on sporadic event-based prize purses and brand sponsorships. The XGL structure guarantees base athlete salaries, expanded health and wellness benefits, and access to a multi-million-dollar prize pool distributed across a structured, multi-month competitive calendar.
Furthermore, the team format introduces season-long storylines, divisional rivalries, and localized fan engagement that mirrors traditional stick-and-ball sports leagues, thereby increasing broadcast appeal and sponsorship yields.
Timeline to the Ice: The Inaugural Winter Draft
With the acquisition of XC Golden State finalized, the immediate focus for the franchise shifts to roster construction. The milestone comes just weeks ahead of the historic inaugural XGL Winter Draft, scheduled to take place on September 16 in Los Angeles, California.
As a reward for completing its ownership structure and positioning itself at the forefront of the league’s development, XC Golden State holds the coveted first overall selection in the upcoming draft. League executives and talent scouts anticipate that the draft will establish the competitive hierarchy of the league, with top-tier international halfpipe, slopestyle, and big air specialists expected to be selected.
The inaugural XGL Winter Season is officially slated to kick off in early 2027. Leading up to the puck-and-powder drop, the league is expected to announce remaining franchise sales, broadcast partnerships, corporate sponsorships, and venue schedules for the winter circuit.
Broader Industry Implications and Economic Impact
The rapid pace of club sales within the XGL points to a strong appetite among institutional investors and high-net-worth entrepreneurs for structured action sports properties. By decentralizing competitions into localized, regional franchises, the league aims to capture geographically loyal fanbases while retaining the high-octane entertainment value that has drawn millions of viewers to X Games broadcasts for decades.
For Northern California, the arrival of XC Golden State bridges a gap in the region’s professional sports landscape. While the Bay Area boasts storied franchises across the NFL, NBA, MLB, MLS, and NHL, winter action sports have previously lacked a localized competitive entity despite the massive participation rates in regional resorts like Squaw Valley (Palisades Tahoe), Heavenly, Northstar, and Sugar Bowl.
As the September 16 draft approaches, the attention of the global winter sports community turns toward Los Angeles and San Francisco. With Jonathan Turner and his investment group at the helm, XC Golden State enters the professional sports arena carrying the weight of a legendary sporting heritage and the high expectations of a tech-forward, sports-crazed region.
Fans and prospective supporters can follow the journey of the newly minted franchise online at the official team portal or via their dedicated social media channels as the countdown to the 2027 season continues.
