ESPN has added Coors Light, Intel, LifeProof and AT&T to its roster of official sponsors for this year’s X Games Aspen, joining returning brands GoPro, Harley Davidson, Jeep, Monster Energy and America’s Navy. Other sponsors include Oakley, Polaris, Skype and Xbox. The winter action sports festival starts Thursday. As first disclosed at the Consumer Electronics Show earlier this month, Intel will be planting small, low-powered sensors dubbed the Intel Curie onto snowboards to generate real-time advanced data on athlete performance, which will be integrated into the ESPN broadcast. GoPro will also be integrated into the broadcast with footage from athlete-mounted cameras, and Skype will sponsor X Games Extra on ESPN2, showcasing post-competition activity in Aspen. The festival will air on both ESPN and ABC. Xbox is hosting an e-sports competition during the games as part of its activations. Eight elite teams will compete head-to-head in "Halo 5: Guardians," with $30,000 in prize money and medals at stake. Among the notable activations planned, America’s Navy will title sponsor the snowboard big air competition and host the Warrior Challenge pull-up contest and display Navy robots. Additionally, Coors Light will title sponsor the Skier X competitions, Harley-Davidson will display its newest cruiser motorcycle lineup and run a sweepstakes for a motorcycle and a trip to the X Games Austin, Jeep will run a shuttle service and be title sponsor of the slope style course, LifeProof will run phone-charging stations and Monster Energy will run a lounge.
