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 transaction valued in the mid-eight figures. This landmark acquisition marks a significant milestone in the evolution of action sports, as UNA becomes the first single entity to own two separate X Games League clubs. The deal signifies a strategic shift for the X Games brand, moving away from a strictly event-based calendar toward a permanent, city-based professional league structure designed to foster year-round fan engagement and long-term asset appreciation.
The acquisition secures a full-time presence for the X Games in the New York Tri-State region, one of the most lucrative sports and media markets globally. By controlling both the Summer and Winter iterations of the New York franchise, UNA Sports Group is positioned to capitalize on the diverse demographic appeal of skateboarding, BMX, and freestyle motocross in the warmer months, as well as skiing and snowboarding during the winter season.
Leadership and Vision of UNA Sports Group
UNA Sports Group is an investment firm specialized in the acquisition and operational management of premier global sports franchises. The firm focuses on high-quality assets situated at the intersection of professional athletics, media distribution, and cultural influence. The leadership team at UNA brings a wealth of experience from the highest levels of sports and entertainment management.
The group is led by CEO and Managing Partner Del Wright and President David Rader, both of whom possess extensive backgrounds in sports operations and institutional investment. Joining them is Andrew Thau, a Founder and Partner at UNA, who previously served as the Chief Operating Officer of United Talent Agency (UTA). Thau will take on the role of Governor for the New York X Games franchise, providing a direct link between the team’s competitive operations and the broader entertainment industry.
The leadership’s joint statement emphasized that the shift to a team-based model provides a scalable platform for growth. By treating action sports athletes as members of a cohesive, city-branded unit, UNA aims to mirror the successful commercial structures of the NFL, NBA, and Formula 1, where team identity drives merchandise sales, local sponsorships, and regional loyalty.
The Evolution of the MoonPay X Games League (XGL)
The sale of the New York franchises is a primary component of the MoonPay X Games League’s broader expansion strategy. To facilitate these transactions, XGL has engaged Moelis & Co. LLC as its financial advisor. Moelis & Co. is tasked with evaluating and executing future team sales as the league looks to populate other major metropolitan markets with dedicated franchises.
Jeremy Bloom, the CEO of X Games and a former Olympic skier and NFL player, characterized the deal as the "starting line" for a new era of action sports. Under Bloom’s leadership, the X Games has sought to modernize its business model since its acquisition from ESPN by MSP Sports Capital. The transition to a league format—where teams earn points across a season rather than competing in isolated annual events—is intended to create a more predictable and sustainable economic environment for athletes and investors alike.
The XGL structure is designed to create recurring value. Historically, action sports athletes relied heavily on individual endorsements and prize money from a handful of major contests. The league model introduces a "team purse" system and established salaries, providing a level of financial security previously unseen in the industry.
Strategic Significance of the New York Market
New York has long been a cultural epicenter for action sports, particularly skateboarding. By establishing a permanent home for the franchise in the state, the X Games plans to move beyond the traditional "touring" model. Future plans include hosting both Summer and Winter X Games events within New York State, supplemented by a steady rhythm of community engagement programs, athlete appearances, and regional qualifying events.
Steve Rodriguez, a prominent figure in the New York City skateboarding scene and founder of 5boro Skateboards, has been appointed as the General Manager of X Games Club New York. Rodriguez’s deep roots in the local community are expected to be instrumental in authenticating the brand within the Tri-State area. His role will involve overseeing the competitive readiness of the athletes while ensuring the franchise remains connected to the grassroots culture of the region.
The New York Roster: A Blend of Legends and Rising Stars
The competitive strength of X Games Club New York is anchored by a roster of world-class talent across multiple disciplines. The team is captained by Nyjah Huston, widely regarded as the most successful contest skateboarder in history. Huston, an American icon with numerous X Games gold medals and an Olympic bronze, provides the franchise with immediate veteran leadership and global marketing appeal.
In the inaugural MoonPay X Games League Summer Draft, the New York club secured the first overall pick, selecting Chloe Covell. The Australian teenager has rapidly ascended the ranks of women’s street skateboarding, becoming one of the youngest medalists in X Games history. Her inclusion signals the franchise’s commitment to long-term talent development.
The roster is further bolstered by:
- Hannah Roberts (USA): A multi-time world champion and Olympic silver medalist in BMX Freestyle, Roberts is a pioneer in her sport and a consistent podium threat.
- Logan Martin (Australia): The inaugural Olympic gold medalist in BMX Freestyle, Martin brings a level of technical precision and consistency that makes him a cornerstone of the New York competitive strategy.
This global roster highlights the XGL’s intent to maintain an international reach while tethering athletes to specific domestic markets.
Chronology of the 2026 XGL Summer Season
The 2026 season will serve as the proof of concept for this new team-based architecture. The schedule is designed to build momentum toward a high-stakes championship conclusion.
- Season Opener (June 26, 2026): The Summer Season kicks off in Sacramento, California. This event will mark the first time teams compete for cumulative points under the XGL banner.
- International Leg: The league will travel to Chiba, Japan, continuing the X Games’ long-standing relationship with the Japanese market, which has seen a massive surge in action sports participation following the Tokyo Olympics.
- Championship Final (July 24–26, 2026): The season concludes at the Caesars Superdome in New Orleans. This three-day event will determine the first-ever XGL Champion. The team with the highest cumulative point total across the season will be awarded a $500,000 team purse, separate from individual athlete earnings.
Financial and Industry Analysis
The eight-figure valuation for the New York franchises reflects a growing trend of institutional capital flowing into "niche" or "alternative" sports. Similar to the growth trajectories seen in the Premier Lacrosse League (PLL) or the Professional Bull Riders (PBR), the X Games is betting that specialized, high-action content will outperform traditional sports in capturing the attention of Gen Z and Alpha demographics.
The involvement of Moelis & Co. suggests that more sales are imminent. Industry analysts expect that as the New York deal sets a price floor, subsequent franchises in markets like Los Angeles, Tokyo, or London could command similar or higher valuations. The "eight-figure" price tag (minimum $10 million) indicates that investors see significant upside in media rights and digital integration, particularly with the league’s title sponsor, MoonPay, hinting at future Web3 and digital collectible integrations.
Furthermore, the dual-season ownership model (Summer and Winter) is a strategic hedge against the seasonal nature of sports broadcasting. By owning both, UNA Sports Group ensures that the "New York" brand remains relevant to consumers throughout the entire calendar year, maximizing the ROI on marketing spend and local partnerships.
Broader Impact on Action Sports
The professionalization of action sports through the XGL model is likely to have several long-term effects:
- Athlete Longevity: With team-based support systems, including dedicated coaching, medical staff, and travel logistics provided by the franchise, athletes may be able to extend their competitive careers.
- Sponsorship Evolution: Corporate partners who were previously hesitant to sponsor individual "extreme" athletes due to perceived risks may find the stability of a city-based team more attractive for traditional sports marketing budgets.
- Infrastructure Development: The commitment to New York as a host market suggests that permanent training facilities and competition venues may be developed, providing a legacy benefit to local youth athletes.
The transition of the X Games from a biannual "festival" to a structured league represents the most significant change in the brand’s 30-year history. As UNA Sports Group takes the helm of the New York franchise, the industry will be watching closely to see if the city-based model can successfully translate the rebellious, individualistic spirit of action sports into a disciplined, high-revenue professional league.
With the 2026 season on the horizon, the focus now shifts to the remaining franchise sales and the finalized roster announcements for the competing clubs. The New York acquisition has set a high bar for the future of the MoonPay X Games League, signaling that the era of action sports as a premier investment asset has arrived.
