Extreme Games rebranded as X Games for global appeal

X Games emerged during “extreme” marketing boom in the 1990s

Launched as the “Extreme Games” in 1995, the event tapped into a trend from the '90s of brands labeling products and events “extreme” to appeal to youth culture—mirroring marketing in soft drinks, snacks, and video games.

ESPN launched X Games in 1995 with a $10M investment

ESPN invested a reported $10 million in the original 1995 “Extreme Games”—the production cost that launched action sports into mainstream culture and drew nearly 200,000 spectators to its debut in Rhode Island.

The X Games is an annual extreme sports competition

The official X Games site offers event schedules, athlete profiles, competition results, and news for both summer and winter editions—along with videos and highlights from skateboarding, BMX, motocross, and other action sports.

Interest in the X Games is growing fast among younger teens

The 2025 X Games Salt Lake City delivered double-digit viewership growth—up 12% across ESPN platforms from 2024—with a 328% surge among 12- to 17-year-olds.

X Games League to debut team-based format in 2026

Beginning in 2026, the X Games League will feature four city-based franchises with male and female athletes competing in skateboarding, BMX, and motocross—introducing season-long team competition to the event’s structure.

The X Games pioneered broadcast innovation with live drone coverage

In 2015, ESPN used untethered drones for the first time in US live sports—deploying them at the X Games to capture aerial footage from angles previously impossible.

The first Winter X Games launched in 1997 at Big Bear Lake

The inaugural Winter X Games in 1997 introduced snowboarding, skiing, and snowmobile events—helping boost winter action sports’ popularity and paving the way for snowboarding’s inclusion in the 1998 Winter Olympics.

The X Games hired new CEO Jeremy Bloom in December 2024

In this podcast interview, X Games CEO Jeremy Bloom reflects on his first time running the competition—discussing event logistics, athlete relations, and strategies to grow the brand under new ownership.

The Salt Lake City event marked the X Games’ 30th anniversary

At the 2025 Salt Lake City X Games, Ryan Williams landed his first BMX Dirt gold medal with a triple backflip; 14-year-old Heili Sirvio and 15-year-old Arisa Trew made groundbreaking wins in women's Park and Vert Best Trick; and Justin Dowell took BMX Park gold.

See how the Winter X Games course is built

Winter X Games courses are custom-built over weeks, with crews moving thousands of tons of snow to create features like halfpipes and jumps—incorporating athlete input to ensure challenging designs that push progression and safety.

Contestants in an annual extreme sports competition are encouraged to use steroids and growth hormone, using athletes as guinea pigs.

The sports competition developed on the Alaskan tundra

Alaska's NYO Games invite high school athletes from the state's over 270 indigenous tribes to compete in numerous events based on survival tactics developed by their ancestors. This short documentary from Great Big Story walks through some of the more grueling events and speaks with the Games' coaches and young athletes about how the event preserves their shared culture.

Sports media have also embraced sports betting

For decades, ESPN kept its distance between reporting on games and talking about gambling lines. Sports teams refused to have franchises in Las Vegas, fearing it would harm the sport. But since 2018, that has changed. ESPN’s personalities regularly pick games, and the company has also launched its own betting app.

The rebrand to X was to make Twitter an all-in-one social media app

Elon Musk renamed the platform as part of his plan to create an app that goes beyond posts and tweets. The rebrand included a new name, logo, and vision for a platform that offers messaging, video, banking, shopping, and more.

Shaun White is among the most decorated X Games athletes

Competing in both snowboarding and skateboarding, Shaun White has won 15 X Games gold medals—10 in snowboard superpipe—making him one of the most successful and versatile athletes in the event’s history.

The evolution of the Olympics from ancient Greece to the modern world

The Olympic Games have evolved from a sacred footrace in 776 BCE honoring Zeus to a global celebration of athletic excellence and unity. Ancient Greek city-states set aside their conflicts under a sacred truce for events like wrestling and chariot racing. Though the Games ended in 393 CE, Pierre de Coubertin revived them in 1896, adding modern elements like the torch relay and the inclusion of women. Watch 1440's breakdown of the historic event here.

A visual guide to the athletic events the Olympics left behind

The series of competitions in today's version of the Olympic Games are the survivors of years of experimentation. This illustrated guide details some of the sports and creative competitions that didn't make the cut. Some sports were dropped due to their lack of visual appeal, while others were simply too specific, like the swim limited to sailors of the Royal Greek Navy.

Watch ESPN's compilation of iconic moments in sports from 2000 to 2009 in their 'Images of the Decade' special.

Snowboarding was first included in the Olympics in 1998

Snowboarding entered the Winter Olympics in 1998 in Nagano, Japan, featuring giant slalom and halfpipe events—a move influenced by the sport’s rapid growth and mainstream exposure through competitions like the X Games.

Computex differs from E3, the now-defunct game-focused media expo

Unlike E3’s consumer- and media-driven focus on video games—before the event’s cancellation in 2023—Computex centers on computer and gaming hardware, with a focus on business-to-business meetings and industry partnerships.

The streamer no longer just offers TV and movies

As a means of keeping existing subscribers engaged, and to add new users on the margins, the streaming service began releasing its own original video games. Many are based on existing Netflix titles and franchises. See their current offerings here.

Explaining the rise in adult sports leagues

Community sports leagues shifted from publicly supported entities to privatized ones in the 1990s, as tech advances streamlined registration processes. Millennial interest drove significant growth in social sports leagues for adults, growing much faster than other kinds of sports. A few industry leaders have benefited from this shift.

ESPN’s College GameDay show has been a Saturday staple since 1987

Debuting in 1987, College GameDay has become college football’s premier pregame show—broadcasting live from campuses nationwide, featuring spirited fan signs, and setting the stage for the day’s biggest matchups.

Travis Pastrana landed the first Moto X double backflip in 2006

At the X Games in 2006, Travis Pastrana became the first to land a double backflip in Moto X competition, earning a perfect score and setting a new benchmark for aerial difficulty.

X's brand health has sharply declined since Elon Musk's takeover

Since Musk acquired the platform, impression, quality, and satisfaction scores have all turned negative—reflecting widespread disapproval among former and current users. As of fall 2024, despite the reputational damage, X remains the sixth-most-visited website globally.

The NBA, explained

From humble beginnings in 1891, basketball transformed into the global juggernaut we know today. The NBA, established in 1949 and later revitalized by Commissioner David Stern in the 1980s, became a model for sports branding, player marketing, and international expansion.

Ryan Sheckler won X Games gold at only 13 years old

In 2003, Ryan Sheckler won the skateboard park event at the X Games, becoming the youngest gold medalist in the competition’s history at just 13 years old.

Tony Hawk landed the first-ever 900 at the 1999 X Games

Tony Hawk made history by landing the first 900-degree spin in competition in 1999 after 11 attempts—creating one of the most iconic moments in action sports.

How the Winter Games used to look

Using archival footage from the first Winter Olympics in 1924 to the present day, this video explores 100 years of Winter Olympic competition. Watch different eras of ski jumping, figure skating, and bobsledding. See how athletes use the facilities year-round to train. And learn how swimming facilities used for the Summer Games are transformed into curling ice for the Winter Games.

An ‘ultramarathon’ is any race longer than a marathon

The event is a catchall for any event longer than a marathon, with some races hundreds of miles long. Despite the inherent risks, including death, the sport has exploded in recent years.

The Super Bowl is televised in over 180 countries in nearly 25 languages

First aired in 1967 on two US networks, the Super Bowl became a global broadcast in 1982, drawing about 4.5 million viewers in England, and is now televised in more than 180 countries in roughly 25 languages.

X is a social media platform focused on real-time communication and content sharing

Users post and interact through short messages known as tweets. As of February 2025, X receives over 4.83 billion monthly visits, with users spending an average of 34 minutes daily on the platform.

Ultrarunning has grown exponentially in the 21st century

Ultrarunning, generally defined as races 50k and longer, has exploded in the past few decades. In 2000, there were 89 official races; in 2023, there were nearly 760. That's a 753% increase.

Television transformed college football into a national spectacle

The rise of televised games in the mid-20th century expanded college football’s reach far beyond campus stadiums—turning regional rivalries into national events, boosting revenue, and cementing the sport as a Saturday tradition across the country.

A Netflix docuseries turned the sport into a national obsession

Throughout much of its history, Formula 1 racing was a European sport that failed to ever find a major audience in the US. That changed with "Drive to Survive," the Netflix docuseries that premiered in 2019. This analysis from two communications professors unpacks how the series has successfully presented the sport for an American audience and cultivated a dedicated fanbase in the process.

College football bowl games boast some of sports' most absurd names and sponsors.

Twitch is a live-streaming platform popularized via the broadcast of esports events and users playing video games.

Bob Burnquist delivered a near-perfect vert run at the 2001 X Games

Bob Burnquist scored 98.00 in skateboard vert at the 2001 X Games, executing tricks never before attempted in competition—widely regarded as one of the greatest vert runs in history.

Microsoft developed the Xbox to compete with Sony's all-in-one entertainment hardware

The video game console originated as a side project between four DirectX developers, from whom the console's original name, "DirectX Box," derives. These developers sought to counter Sony's PlayStation product line, which they saw as capable of capturing all entertainment markets by playing games, CDs, and DVDs.

'Stadium Events' is one of the rarest Nintendo games

Eurovision is expanding to Asia

The Eurovision Song Contest Asia will hold its inaugural contest on November 14, 2026. A similar attempt at adapting for the United States, called the American Song Contest, was launched in 2022 but did not return for a second season.

Among most mainstream sports broadcasts, sports betting ads appear most often in women's basketball and hockey

A random selection of 50 different sports broadcasts tracked one sports betting reference every four minutes. In one of the randomly selected hockey games, the longest stretch of no gambling reference lasted about five minutes towards the end of the game.

How Guinness World Records has pivoted to a publicity business

Now that Guinness World Records gets paid to host record-breaking events, is there a conflict of interest? Here's a look at the worldwide record keeping business's pivot toward publicity.

Most of Netflix's subscribers are outside the US

Accordingly, each year, Netflix releases an expansive slate of international shows and movies to subscribers worldwide, including hits that crossed over to the US, like "Squid Game."

Vince McMahon turned wrestling into a consolidated, national enterprise

In 1982, Vince McMahon purchased the World Wrestling Federation, which would later be renamed World Wrestling Entertainment, and quickly wiped out the WWE’s smaller regional promotions. By the late 1990s, he minted superstars like Chyna, Dwayne “The Rock” Johnson, and “Stone Cold” Steve Austin.

Davos is also one of Europe’s most well-known winter sports destinations

Davos emerged as a winter sports resort in 1865. The town went on to pioneer modern skiing, ski lifts, tobogganing, and ice sports. The city hosted early ski races, invented key lift technology, and became home to traditions like the Parsenn Derby and the Spengler Cup.

The 2026 Milan-Cortina Games are the most geographically spread out ever

As part of the planning committee's efforts to reduce costs and minimize infrastructure impact, existing ski resorts, rinks, and stadiums were used for the Winter Olympics in northern Italy. This inherently spreads events out, with venues scattered over a roughly 8,500-square-mile area of the country. See a map of the venues here.

McMahon made WWE more graphic to compete with other outfits

In 1997, Vince McMahon ushered in a new era for the WWF, one that would later called the “Attitude Era.” In this clip, McMahon explicitly tells viewers what they can expect moving forward and shows how he thinks about his organization, mentioning Jerry Springer, soap operas and "Seinfeld."

The 1968 'Game of the Century' turned college sports into prime-time TV

The 1968 NCAA men's championship was the first game broadcast live in prime time. It met the moment, offering a legendary rematch between UCLA (led by a young Kareem Abdul-Jabbar) and Houston (led by standout center Elvin Hayes). This retrospective breaks down what made the game such a successful spectacle and how it transformed the market for all college athletics.

Grands Prix run March through December at circuits across 5 continents

F1's season crosses five continents in locations steeped in history and meaning for drivers, teams, and the sport. There are 22 events in 2026, starting in Australia and ending in Abu Dhabi in the United Arab Emirates.