The MoonPay X Games League (XGL) has officially announced the sale of its New York Summer and New York Winter franchises to UNA Sports Group (UNA) in a landmark transaction valued in the eight-figure range. This acquisition marks a significant milestone in the evolution of action sports, as UNA becomes the first entity to secure ownership of two separate clubs within the newly formed league. By acquiring both the Summer and Winter teams, UNA is positioning itself as the primary steward of the X Games brand in the New York Tri-State region, one of the most lucrative sports and media markets in the world.
The transaction signals a fundamental shift in the business model of the X Games, moving away from a purely event-based structure toward a permanent, city-based franchise model. This strategy, spearheaded by X Games leadership, aims to mirror the stability and fan engagement found in traditional professional sports leagues like the NFL or NBA. With the engagement of Moelis & Co LLC as a financial advisor, the XGL is actively courting institutional investors and sports-focused private equity firms to fill out its roster of team owners, with more franchise sales expected to follow in the coming months.
The Architecture of the UNA Sports Group Partnership
UNA Sports Group is an investment firm specifically designed to identify and scale high-growth opportunities at the intersection of professional sports, media, and cultural influence. The firm is led by a sophisticated partnership of industry veterans with extensive backgrounds in sports operations, talent management, and corporate finance.
Del Wright, who serves as CEO and Managing Partner, brings a wealth of experience in managing sports assets and navigating complex investment landscapes. He is joined by President David Rader and Founder & Partner Andrew Thau. Thau, the former Chief Operating Officer of United Talent Agency (UTA), will take on the role of Governor for the New York X Games franchise. His background in global talent representation and media rights is expected to be a cornerstone of the franchise’s strategy to monetize content and athlete intellectual property.
The decision by UNA to purchase both the Summer and Winter franchises reflects a long-term belief in the "dual-season" appeal of action sports in the Northeast. While New York City has long been a global hub for skateboarding and BMX culture, the surrounding regions in New York, New Jersey, and Connecticut offer significant infrastructure for winter disciplines like snowboarding and freestyle skiing. By controlling both franchises, UNA can maintain a year-round presence, fostering continuous fan engagement and providing a consistent platform for sponsors.
Strategic Shift: From Events to the MoonPay X Games League (XGL)
The sale of the New York teams is the latest step in the rebranding and restructuring of the X Games since its acquisition by MSP Sports Capital from ESPN in 2022. Under the leadership of CEO Jeremy Bloom—a former Olympic skier and NFL player—the organization has sought to modernize the property by introducing the MoonPay X Games League.
The XGL introduces a team-based competition format where athletes earn points for their respective clubs throughout a defined season. This move is designed to solve one of the historical challenges of action sports: the lack of a cohesive narrative and "home team" loyalty. By tethering world-class athletes to specific cities, the XGL hopes to tap into the regional tribalism that drives viewership and merchandise sales in other professional sports.
"This is the starting line," Jeremy Bloom stated regarding the New York deal. "We are launching teams and establishing a permanent presence in major markets. This deal puts X Games in New York across both Summer and Winter. UNA is the right ownership group to build it over the long term."
The involvement of MoonPay as a title sponsor also highlights the league’s focus on digital integration and new-age fan experiences, potentially including blockchain-based ticketing, digital collectibles, and enhanced fan-athlete interactions.
A Roster of Global Icons: The New York X Games Club
To ensure the New York franchise is competitive from the outset, X Games Club New York has assembled a roster that features some of the most recognizable and decorated names in action sports. The team is anchored by Captain Nyjah Huston, an American skateboarding icon. Huston, who holds 15 X Games gold medals and is a multi-time world champion, provides the franchise with instant credibility and a massive global following.
Joining Huston is Chloe Covell, the 14-year-old Australian skateboarding prodigy. Covell was selected by the New York Club with the first overall pick in the inaugural MoonPay X Games League Summer Draft, signaling the team’s commitment to securing the next generation of elite talent. The roster is further bolstered by:
- Hannah Roberts: An American BMX freestyle star, Roberts is a multi-time world champion and an Olympic silver medalist, widely considered the most dominant force in her discipline.
- Logan Martin: An Australian BMX rider and Olympic gold medalist, Martin brings a technical precision and championship pedigree to the squad.
The team will be managed by Steve Rodriguez, a well-known figure in the New York skateboarding scene. As General Manager, Rodriguez—a lifelong skater and entrepreneur who was instrumental in the development of various skate parks in New York City—will bridge the gap between the corporate ownership and the authentic street culture of the city. Rodriguez expressed his commitment to using the franchise as a vehicle for both athlete support and local community growth.
The 2026 Season: Path to the Championship
The 2026 XGL Summer Season is structured as a global tour, designed to build momentum toward a grand finale. The season will kick off on June 26 in Sacramento, California, a city with a deep-rooted history in action sports. From there, the league will travel to Chiba, Japan, a market where X Games has seen explosive growth in recent years following the success of Japanese skaters on the Olympic stage.
The season will culminate in the XGL Championship, held from July 24–26 in New Orleans at the Caesars Superdome. This championship event will feature a $500,000 team purse, awarded to the club with the highest cumulative score across the season. This prize structure is intended to incentivize team collaboration and strategic roster management, as every placement in individual heats contributes to the overall team standing.
Looking ahead, X Games leadership has confirmed that New York is being prioritized as a future host market. While the 2026 finals are set for New Orleans, plans are underway to bring major Summer and Winter events to the New York area in the following years. This would likely involve utilizing iconic city venues for skateboarding and BMX, while leveraging venues in the Catskills or Adirondacks for winter competitions.
Economic and Cultural Impact Analysis
The eight-figure valuation of the New York franchises serves as a "proof of concept" for the league’s expansion. For decades, action sports existed as a fragmented landscape of individual sponsorships and independent tours. By creating a franchise system, the X Games is creating "enterprise value" for the sport.
For investors like UNA Sports Group, the appeal lies in the demographics of action sports fans, who tend to be younger, tech-savvy, and highly engaged on social media. Unlike traditional sports that are struggling with aging viewership, the X Games maintains a stronghold on the Gen Z and Millennial cohorts. The "Tri-State" focus allows UNA to tap into the highest concentration of corporate headquarters in the world, opening the door for regional sponsorship deals that were previously difficult to execute for individual athletes.
Furthermore, the "always-on" nature of the New York franchise—spanning both summer and winter—mitigates the seasonal risk often associated with action sports investments. If a bad snow year affects the winter season, the summer skateboarding and BMX programs provide a hedge, and vice versa.
Future Expansion and Global Outlook
The New York sale is expected to be the first of several major franchise announcements. The XGL, with the help of Moelis & Co, is reportedly in talks with potential owners in markets such as Los Angeles, Tokyo, London, and Sydney. The goal is to create a truly global league that operates with the efficiency of a modern media property.
As the X Games continues its transition from a biennial television spectacle to a year-round professional league, the success of the New York franchise will be closely watched by the broader sports industry. If UNA Sports Group can successfully integrate the X Games brand into the fabric of New York’s sports culture, it could provide the blueprint for the future of action sports worldwide.
The league’s shift also reflects a broader trend in the sports world where "lifestyle" sports are being professionalized. Much like the rise of Formula 1 in the United States, the X Games is betting that high-production value, celebrity athletes, and a city-based rooting interest will drive the next decade of growth in the industry. For now, all eyes are on New York as it prepares to welcome Nyjah Huston and his teammates to the world’s biggest stage.
