X Games Aspen Adds SoFi As Sponsor, While Other Partners Depart

Sponsor turnover continues for X Games Aspen, which is adding online financial firm SoFi for the first time at the “official sponsor” level in '18, but has lost veteran backers U.S. Navy, AT&T, Coors Light and GoPro. SoFi joins returning official sponsors Harley-Davidson, Jeep, electronics accessory brand LifeProof, Monster Energy and The Real Cost, the FDA’s anti-smoking campaign. Geico is back for a second year as the music sponsor of the festival, slated for Jan. 25-28 at Aspen’s Buttermilk Mountain.

Other lower-tier sponsors scheduled to be on site include Polaris, cultivation products firm Botanicare, Great Clips, fashion brand Nobis, digital payments network Zelle and Netflix, which is promoting its new “Altered Carbon” series. All sponsors receive packages that include original content creation, on-site signage and activation space, as well as media time on the ABC/ESPN broadcasts and social channels.