The X Games is an annual extreme sports event organized by ESPN. It includes both summer and winter competitions featuring sports like skateboarding, BMX, skiing and snowboarding. ESPN created the X Games to appeal to young adults not easily attracted to traditional sports. Major sponsors benefit from the large young audience by associating their brands with an active lifestyle. Marketers are drawn to sponsor the X Games to differentiate themselves, reinforce their brand image, launch new products and campaigns, and increase awareness of their name among youth audiences.

1. SUBMITTED TO:
Prof. Sameer
Mathur
SUBMITTED BY:
Surbhi Jain
PGP31179

2. The X Games is an annual sports event, controlled and arranged by American sports
broadcaster ESPN which focuses on extreme sports.
What is X Games?

3. The X Games consists of two
versions:
a summer competition
a winter competition.
The first summer games
were held in Providence and
Newport, Rhode Island, in
1995.
The winter competition was
added two years later, at Big
Bear Lake, California.

4. Summer X Games :
• Flat Track
• Moto X
• Mountain Bike
• Rally & Off-Road Truck
• Skateboarding
• BMX
• Real Video Series
• ESports
Events
Winter X Games :
• Skiing
• Snowboarding
• Snowmobile
• Real Video Series
• Skysurfing
• X Venture Race
• Waterski Jumping
• Wakeboarding

5. ESPN created X Games to appeal to a market segment not easily attracted by traditional
sports. It offers a good opportunity to get in front of difficult-to-target young adults.

6. The X Games- Not Your Father’s Olympics
These sports come from the streets, not from a TV studio.
Forty percent of X Games fans are aged 18-34, with 72 percent 18-49 and 65
percent 25-54.

7. To own an event is an ideal position
because then you can make an
investment in building up
recognition because you know it will
stay on your network. And the
beauty of the X Games is that ESPN
doesn't have to worry about rights
fees because it is ESPN's creation.
-CEO
ESPN Inc.

8. The X Games- A
Success Story
It quickly grew into a franchise that has staged
more than 65 events attended by more than 2.5
million fans. It has successfully launched a variety
of brand extensions in consumers products and
home entertainment and touches all seven
continents.

9. The X Games gained media exposure due to their big name sponsors, top-tier athletes,
and consistent fan attendance. With top-action-sports athletes they have been an
excellent vehicle for advertisers to reach and engage a young adult segment.

10. Sponsors

11. X Games Sponsorship Programs
Sponsors buy what are known as integrated
packages, which also include signs, the on-
line ESPNET Sports Zone and the X Games
Road Show, a touring sports exhibition.
Partners for X Games are chosen on their ability
to meet the needs of the sponsors, the X Games
franchise, and ESPN as a whole.

12. • Signage throughout the event
grounds
• Sponsor an individual venue
• Major on-site presence
• Brand names and logos get
TV exposure
• Video ads on jumbo Tron
scoreboards and ads in event
programs
Benefits to X Games Sponsors

13. Brands can also put on events that bring fans and athletes together
Red Bull set up a branded “Energy Lounge,” which hosted athletes, media and fans
while DJs played music and street team members served Red Bull drinks.

14. Why marketers sponsor X-Games?

15. “The special X Games signature truck that has a
targeted youthful appeal is indicative of the promotional
strategies and tactics necessary to set us apart from
other automotive marketers"
- John Cuneo
president at Cuneo Sullivan.
1. To differentiate
themselves from the
competitors

16. "The X Games are a perfect extension of the Mountain Dew brand personality.
It reinforces the brand's active and cutting-edge image, an image that has
been largely established through our strong involvement in extreme sports.“
- Janine Bousquette
vice president for marketing
Pepsico
2. To reinforce customer perceptions of key brand
image associations

17. 3. To launch a new
campaign
Gatorades launched its “Go All Day" campaign with a
three-part series at X Games which was titled, "Go All
Day“.

18. Intel showcased the latest technology to provide real-
time data on athlete performance such as in-air
rotations, jump height, jump distance, speed, and
force on landing, giving viewers a more in-depth
experience.
4. To launch a new
product

19. 5.To increase
awareness of the
company or product
name
Skype is back at X Games Aspen this year, helping
fans across the world get even closer to the games.
By adding the official X Games Skype ID
“XGames2016,” fans will have the chance to speak
directly to their favourite athletes.

20. "
Summary
Introduction to X
Games
Why ESPN created X
games?
X Games Sponsors
Benefits to X Games
Sponsors
Why marketers
sponsor X Games?

21. DISCLAIMER
This presentation is created by Surbhi Jain, during the PGP
Brand Management course taught by Prof. Sameer Mathur at
IIM Lucknow