New Sponsors Sign Up for ESPN’s X Games

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Bud Light and Toyota have joined the list of official sponsors for ESPN’s X Games, which begin June 4 in Austin.

Also sponsoring the event for the first time is Fruit of the Loom.

X Games sponsorship packages include on site activations, rights to use X Games' logos, a media presence during telecasts and in ESPN The Magazine and positions in X Games digital and social media.

Returning brands include America’s Navy, GoPro, Harley-Davidson, Monster Energy, 7 Up, DuPont Kevlar, Fram, Oakley and Skype.

Examples of sponsor participation include a flyover by Navy planes to launch the event, daily giveaways by GoPro, and a new flat-track racing competition sponsored by Harley –Davidson. A sweepstake offers a motorcycle as a top prize. 

Jon Lafayette
Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.