ESPN's X Games Get Returning TV Sponsors, Virtual Events

Though no spectators will be attending its big annual X Games, ESPN’s has signed up a number of returning sponsors for its 2021 “X Games Aspen” event.

Companies include Monster Energy, Pacifico Beer, The Real Cost (FDA), Geico, Wendy’s and Jeep. The latter sponsor hits 18 years as the event’s exclusive automotive sponsor.

Additionally, St. Huberts The Stag has signed on as wine sponsor of X Games Aspen 2021.

The event will air on Aspen’s Buttermilk Mountain, January 29-31, and will focus on a virtual experience complementing the live telecast. Viewers can customize their own avatar and explore the base of the mountain filled with experiences and a music stage.

This will include a Wendy’s Knuckle Huck arcade game; an AR model of the new 2021 Jeep Wrangler 4xe; an igloo filled with Monster Energy; and the Geico music stage with performances from electronic artists.



Last year’s X Games Aspen -- across five telecasts -- posted Nielsen-measured 466,000 viewers across ESPN, ESPN2 and ABC. The year before, the event averaged 582,000. At its high, X Games' average viewership was 1 million Nielsen-measured viewers in 2015.

Major advertisers during last year’s three-day event in Norway were Jeep, Great Clips, The Real Cost, Apple TV+, Geico, Apple iPhone, Wendy’s, Xofluza, Jos. A. Bank and Cerverz Pacifico.

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