Seven and ESPN to Bring X Games to Australia
Sports content provider ESPN has reached an agreement with Seven West Media to host X Games Sydney, the first ever Australian X Games.
X Games Sydney will be staged across 19 – 21 October 2018 at Sydney’s Olympic Park.
“It’s really exciting to finally bring the X Games to Australia,” said Tim Reed, ESPN X Games vice president. “Australian athletes have played a huge part in the history of X Games, earning 138 medals and providing many memorable moments. We’re thrilled to bring the event to their backyard, where ESPN’s strong connection with a millennial audience is evident. The country and culture are perfect and we have a world class partner in Seven West Media, which will make this a special event for everyone involved.”
Kurt Burnette, Seven’s Chief Revenue Officer, and Event Director, Olympic Games, Commonwealth Games and Rugby League World Cup, said, “We are proud to be bringing the X Games to Australia. We have a terrific relationship with ESPN and we look forward to working with them to deliver an outstanding event.
“Our commitment to the X Games underlines our leadership in sports and provides a clear indication of the future development of our rapidly expanding moves into the staging of major live events. We will be powered by the scale of Seven West Media and ESPN audiences across all platforms and devices.
“Our Red Live business has developed a proven business model in driving promotion and ticket sales, as we saw in particular with the Royal Edinburgh Military Tattoo. Importantly, our direct involvement in the staging of the X Games and its delivery across all platforms, offers significant opportunities for us to build broad marketing partnerships for the event, in the lead-up and throughout the X Games, leveraging the power of our audience delivery and brands and of course, the remarkable brand that is X Games.”
X Games Sydney’s summer event line up will be produced by Seven West Media and will be comprised of the Skateboard, BMX and Moto X categories, with competitions across multiple disciplines (e.g. Big Air, Street, Freestyle, etc.). Music, art and an “X Fest” festival activation, which have become features of the events globally will bring Sydney’s Olympic Park to life. X Games Sydney will demo e-sports to reflect its growing popularity and its integral part in Seven West Media’s millennial audience strategy.
X Games began in 1995 in Newport, Rhode Island, and over its 20-year history has grown to become the most attended, prestigious and widely-distributed event of its type. There are currently three events annually: a summer event in Minneapolis, a winter event in Aspen, and a mixed summer/winter event in Norway. It is among the largest festivals in the US with the most recent X Games in Minneapolis, Minnesota attracting 110,000 people over four days. The City of Minneapolis, Minnesota Sports Facility Authority (MSFA), SMG and Meet Minneapolis and the truly impressive new, stateof-the-art U.S. Bank Stadium provided an extraordinary opportunity to grow the X Games in a new region of the US and in a city that’s quickly becoming recognized as a premier sports and entertainment destination. Sixteen Australian athletes were invited to compete in the Minneapolis event and X Games Sydney is expected to attract up to 68,000+ people
The full schedule of X Games Sydney 2018 events will be announced soon.
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