LOS ANGELES — In a move designed to reshape the media landscape of extreme sports, the MoonPay X Games League (XGL)—the world’s inaugural year-round, team-based, co-ed action sports league—officially announced a comprehensive media partnership with TOGETHXR. Revealed on September 29, 2026, the collaboration positions the fastest-growing women’s sports media company as an official media partner for the newly minted league. The alliance aims to harness TOGETHXR’s renowned storytelling engine to amplify the profiles of elite female snowboarders, skiers, skateboarders, and BMX riders, bringing their journeys, rivalries, and personalities to global audiences through immersive digital, social, and documentary-style programming.
The partnership arrives at a critical juncture for both organizations. XGL launched its revolutionary competition model in 2026, pivoting the traditional, episodic nature of action sports into a structured, season-long format featuring eight distinct Clubs that combine geographic identities with elite international talent. Meanwhile, TOGETHXR—co-founded by sports media veteran Jessica Robertson alongside iconic athletes Alex Morgan, Chloe Kim, Simone Manuel, and Sue Bird—has cemented its status as a cultural powerhouse in women’s sports, generating robust revenues and cultural traction through its signature mantra, “Everyone Watches Women’s Sports.” By bridging XGL’s innovative athletic platform with TOGETHXR’s community-driven production capabilities, the partnership seeks to capitalize on surging consumer demand for authentic, personality-driven sports media.
A Revolutionary Model for Action Sports
The inception of the MoonPay X Games League marked a fundamental paradigm shift for an industry historically defined by isolated, standalone competitions rather than continuous leagues. For decades, marquee events like the traditional X Games served as the primary pinnacle for action sports athletes, limiting year-round narratives, sustained fan engagement, and predictable revenue streams for competitors.
The 2026 launch of XGL fundamentally altered this ecosystem by establishing eight structured Clubs—divided into winter and summer slates—that compete across a calendar year. This team-based structure not only introduces geographic rivalries akin to traditional stick-and-ball sports but also expands financial security and compensation opportunities for athletes beyond traditional event prize purses. Within this framework, female competitors hold a foundational and highly visible role, competing alongside male counterparts in a co-ed environment designed to showcase absolute parity at the highest levels of extreme competition.
However, recognizing that elite athletic performance alone is insufficient to build lasting fan loyalty in the modern media landscape, XGL leadership sought a strategic partner capable of translating the league’s high-octane competition into compelling narrative arcs. Enter TOGETHXR, whose expertise lies in transforming athletes into mainstream cultural icons through high-production-value video content, lifestyle features, and youth-oriented digital engagement.
Strategic Scope of the Partnership
Under the terms of the new agreement, TOGETHXR and XGL will co-create a diverse slate of content properties tailored for digital, social, and emerging media platforms. This output will include:
- Original Documentary Features: Deep dives into the personal histories, training regimens, and behind-the-scenes realities of XGL’s female roster.
- Event Coverage with a Twist: Real-time, personality-focused storytelling capturing the emotional highs and lows of the inaugural XGL season.
- Social-First Digital Content: Bite-sized, highly shareable media designed to resonate with Gen Z and millennial demographics across Instagram, TikTok, YouTube, and streaming networks.
- Community and Cultural Initiatives: Collaborative projects meant to intersect action sports with broader lifestyle, fashion, and youth culture trends.
By introducing XGL’s athletes to broader, cross-demographic audiences, the collaboration aims to build sustainable fandoms that persist long after the final scores are tallied.
Perspectives from Leadership
Industry executives from both organizations emphasized the forward-looking nature of the partnership and its potential to redefine cultural norms within extreme sports.
“At TOGETHXR, we believe the athletes shaping the future of sports deserve storytelling that matches their impact, and XGL is creating an entirely new stage for those stories to unfold,” stated Bailey Williamson, Senior Vice President of Partnerships at TOGETHXR. “The league’s innovative format creates the kind of athlete journeys, rivalries, and defining moments that fuel lasting fandom. We’re excited to help bring those stories to life, build deeper connections between athletes and fans, and introduce new audiences to the talent redefining the future of action sports.”
The sentiment was echoed by the upper echelons of the X Games organization, which has historically nurtured some of the most recognizable female icons in sports history—including TOGETHXR co-founder Chloe Kim.
“TOGETHXR has built an incredible platform by putting female athletes, culture, and authentic storytelling at the center of everything they do, which makes them a natural partner for the X Games League,” said Annie Lokesh, Executive Vice President of League Operations and Strategy at X Games. “Women have always played a defining role in the X Games, and this partnership gives the women of the MoonPay X Games League an opportunity to elevate their stories and reach new audiences. We’re excited to work together to create content that extends well beyond competition and helps shape the next generation of women’s sports.”
Broader Implications and Industry Impact
The alliance between XGL and TOGETHXR reflects a broader, macro-level evolution in the sports industry, where intellectual properties are increasingly valued not merely for live broadcasting rights, but for their ability to generate 365-day narrative ecosystems.
For action sports, which have historically battled marginalization outside of quadrennial Olympic cycles or annual flagship festivals, a year-round league backed by targeted media amplification offers a blueprint for commercial sustainability. By embedding narrative-driven media production directly into the league’s foundational phase, XGL is mitigating the historical challenge of athlete anonymity. Fans are no longer just watching competitors execute high-risk maneuvers on a seasonal basis; they are following multi-year athletic arcs, rivalries, and personal triumphs.
Furthermore, the emphasis on elevating female athletes within a co-ed, team-oriented league addresses a persistent demand from modern sports consumers for equitable visibility and substantive representation. As brands increasingly allocate marketing budgets toward properties that demonstrate genuine cultural resonance, the synergy between XGL’s innovative sporting format and TOGETHXR’s proven commercial prowess positions both entities at the vanguard of the modern sports economy.
As the XGL season progresses, the success of this partnership will likely be measured not just in viewership metrics or social media impressions, but in its ability to permanently alter the cultural footprint of action sports—turning winter and summer extreme athletes into household names through the power of authentic, uncompromising storytelling.
