Monster Power has introduced its largest world sponsorship in its historical past, signing a landmark cope with the X Video games.
Monster has been a sponsor of the intense sports activities competitors for over a decade, however the larger, three-year deal elevates it to the founding associate of the brand new X Video games League (XGL), as properly the official power drink of the X Video games. The model declined to reveal how a lot it’s investing within the sport.
The announcement comes after X Video games rebranded in September and unveiled the brand new X Video games League, a worldwide team-based league that may debut in summer season 2026 and develop to a winter competitors in 2027. XGL goals to provide athletes extra construction, visibility, and incomes alternatives.
Monster’s expanded partnership with X Video games is concentrated on delivering extra direct advantages to athletes and serving to shift the sports activities group from a single-event format to a full skilled league construction.
As a founding associate of XGL, Monster Power can have a presence all through the summer season and winter athlete drafts, digital content material, and season-long broadcasts. Monster’s bigger position can even entail boosting prize cash, rising athlete-focused content material, and creating on-site experiences at occasions all over the world.
“Monster Power is proud to be the longest-standing associate of X Video games and to raise that relationship with our most expansive multi-year world funding to this point,” Daniel McHugh, chief advertising and marketing officer of Monster Power, mentioned in an announcement. “As X Video games evolves with the launch of the X Video games League and enters new worldwide markets, we’re excited to proceed fueling the athletes, power, and tradition that drive the development of motion sports activities worldwide.”
“The whole lot we do at X Video games begins with athletes,” Cherie Cohen, chief income officer at X Video games, added. “This partnership ensures that our athletes who outline our tradition have extra alternative, extra safety, and extra highlight. Monster Power has stood beside these athletes for years, and now, as we launch the X Video games League, they’re serving to us construct a platform that offers them year-round careers and world recognition.”
