LOS ANGELES — In a strategic move set to redefine the media landscape of extreme sports, the MoonPay X Games League (XGL) has officially announced a landmark partnership with TOGETHXR, widely recognized as the fastest-growing women’s sports media and commerce company. Revealed on September 29, 2026, the collaboration positions TOGETHXR as an official media partner for the world’s first year-round, team-based, co-ed action sports league. The alliance aims to spotlight the extraordinary talents, rigorous journeys, and compelling personalities of elite female snowboarders, skiers, skateboarders, and BMX riders competing on the global stage. By combining XGL’s innovative competitive structure with TOGETHXR’s proven capability in culture-forward, premium storytelling, the partnership seeks to cultivate deeper fan engagement and permanently alter the visibility of women in action sports.
Revolutionizing Action Sports Through Team Dynamics and Year-Round Competition
The inception of the MoonPay X Games League in 2026 marked a tectonic shift for an industry historically reliant on sporadic, standalone marquee events rather than structured, seasonal play. Traditional action sports models often limited athletes to isolated competitions, restricting the development of long-term narratives, persistent team rivalries, and sustained fan loyalty. XGL disrupted this paradigm by introducing an innovative franchise model comprising eight distinct Clubs. These organizations ingeniously fuse localized geographic identities with world-class, international athletic talent, spanning both winter and summer disciplines.
This structured, year-round format provides athletes with consistent platforms to showcase their abilities while simultaneously expanding their earning potential far beyond traditional, single-event prize purses. Through the newly minted media partnership, TOGETHXR will leverage its robust digital, social, and emerging media distribution networks to introduce these dynamic female competitors to broader, untapped global audiences. The collaboration guarantees comprehensive event coverage, immersive documentary-style features, and behind-the-scenes access designed to humanize the athletes and amplify their cultural impact.
The Genesis and Rise of TOGETHXR as a Cultural Force
Founded by sports media veteran Jessica Robertson alongside an illustrious roster of world-class professional athletes—including soccer icon Alex Morgan, snowboarding legend and X Games icon Chloe Kim, Olympic swimmer Simone Manuel, and basketball great Sue Bird—TOGETHXR has rapidly ascended to become one of the most influential voices in modern sports media. The company’s meteoric rise is anchored by its unapologetic, lifestyle-oriented approach to women’s athletics, famously encapsulated by its trademarked slogan and product line: "Everyone Watches Women’s Sports."
Having generated eight figures in commercial revenue through its mission-driven apparel and extensive digital footprint, TOGETHXR has continually proven its capacity to turn athletes into mainstream cultural icons. Its in-house production studio has successfully developed acclaimed scripted and unscripted content distributed across major streaming platforms, including Amazon Prime and FuboTV. Aligning with XGL represents a natural expansion for the brand, allowing it to inject its signature narrative style into sports disciplines that have historically struggled with sustained, equity-driven media representation.
Chronology of the X Games Evolution: From Standalone Events to Global League
To fully appreciate the weight of the XGL-TOGETHXR partnership, one must examine the chronological evolution of the X Games brand and the broader ecosystem of action sports:
- 1995: The inaugural Extreme Games (later rebranded as the X Games) take place in Rhode Island, organized by ESPN as a multi-discipline showcase for alternative sports, instantly capturing a youth-driven demographic.
- 2000s–2010s: The X Games expand internationally with global iterations in countries such as Norway, China, and Australia, cementing its status as the premier global competition for winter and summer action sports. However, the competition model remains strictly event-based, lacking a cohesive year-round narrative or team standings.
- Early 2020s: A cultural and commercial renaissance in women’s sports accelerates globally. Media companies, brands, and leagues begin recognizing the untapped economic and viewership potential of elevating female athletes across all disciplines.
- 2026: MoonPay launches the X Games League (XGL), introducing the world’s first year-round, team-based, co-ed league in action sports. The league establishes eight distinct Clubs combining geographic and global talent, fundamentally altering athlete compensation and competitive scheduling.
- September 29, 2026: XGL announces its official media partnership with TOGETHXR, bridging the gap between innovative team competition and elite, athlete-forward lifestyle storytelling to expand the visibility of female competitors.
Leadership Insights and Official Reactions
The collaboration has drawn high praise from executive leadership on both sides, underscoring a shared commitment to equity, authenticity, and cultural resonance. Industry stakeholders view the partnership as a vital catalyst for the commercial growth of action sports.
Bailey Williamson, Senior Vice President of Partnerships at TOGETHXR, emphasized the cultural necessity of matching athletic achievement with equally compelling narratives. "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," Williamson stated. "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."
Echoing these sentiments, Annie Lokesh, Executive Vice President of League Operations and Strategy at X Games, highlighted the historical and future contributions of women within the sport. "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 Lokesh. "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."
Supporting Data and Market Implications for Action Sports
The timing of this partnership aligns with broader macroeconomic and media consumption trends indicating surging interest in alternative sports and women’s athletics. Industry analysts note that modern sports consumers—particularly Gen Z and millennial demographics—increasingly demand authenticity, personality-driven content, and year-round accessibility rather than passive, weekend-only viewing habits.
By integrating TOGETHXR’s production expertise with XGL’s franchise-based ecosystem, the partnership addresses several key structural opportunities within the sports market:
- Audience Expansion: Cross-pollinating XGL’s core action sports demographic with TOGETHXR’s highly engaged, digitally native community creates new entry points for casual fans.
- Enhanced Athlete Monetization: Beyond the expanded earning potential provided by XGL’s team model, amplified media visibility unlocks lucrative personal endorsement deals and digital monetization avenues for female competitors.
- Cultural Longevity: Transitioning from ephemeral event highlights to serialized, documentary-style storytelling ensures that athletes remain relevant and culturally resonant throughout the entire calendar year.
Broader Industry Impact and the Future of Co-Ed Leagues
The establishment of the MoonPay X Games League, paired with strategic media alliances like the one with TOGETHXR, signals a broader structural evolution across the entire sports and entertainment landscape. Co-ed, team-based formats are increasingly viewed by sports executives as the future of engagement, successfully breaking down traditional demographic barriers and maximizing broadcast efficiency.
As XGL continues to roll out its inaugural season schedule and develop its eight global Clubs, the incorporation of TOGETHXR’s media engine ensures that the voices, triumphs, and struggles of female athletes will remain at the forefront of the league’s identity. This partnership transcends simple promotional synergy; it represents a foundational realignment in how extreme sports are packaged, consumed, and celebrated. By treating female action sports stars not merely as competitors, but as multidimensional cultural figures, XGL and TOGETHXR are establishing a new benchmark for inclusivity and modern sports management that will likely influence industry standards for decades to come.
