SBD/Issue 156/Events & Attractions

ESPN Consolidating All X Games Events In Downtown L.A.

This Year's X Games Marks The Seventh
Consecutive Time Event Has Been Held In L.A.

ESPN yesterday formally announced a deal with AEG and the L.A. Coliseum to concentrate all events for X Games 16 among Staples Center, Nokia Theatre, L.A. Coliseum and L.A. Live. The '10 event will mark the seventh consecutive year the X Games have been held in L.A. (ESPN). SPORTSBUSINESS JOURNAL's Tripp Mickle reports the "sponsor village for the event, which is scheduled for July 29 to Aug. 1, will relocate downtown, as well." The relocation means the X Games "will have more than 70,000 more tickets available this summer" than it did in '09. The completion of AEG's L.A. Live "made it possible for ESPN to drop The Home Depot Center, an AEG-owned facility, and still maintain its partnership" with the company. X Games Managing Dir Rick Alessandri said that ESPN's "marketing team is developing a plan to incorporate the ESPN Zone and new ESPN studio located at L.A. Live into the X Games broadcast" (SPORTSBUSINESS JOURNAL, 4/26 issue).

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