Helios To Work With ESPN On Global Expansion Of X Games Franchise

Global sports marketing firm to support the growth of commercial program and management of host city bid process

ATLANTA, 29 June 2011 — ESPN, the creator of the X Games franchise, has appointed global sports marketing firm Helios Partners to help expand the X Games commercial program and manage their host city bid process.

Beginning in 2013, the X Games will further solidify its position as the largest action sports competition in the world with six annual events - four of them outside the United States. ESPN is putting significant resources behind this push for international expansion, with a plan to deliver a total of 130 hours of live TV coverage across the six X Games events. In recognition of the dramatic increase in the value and opportunities related to the X Games brand, ESPN has selected Helios to support the positioning and sales of the franchise within the sponsor and host city marketplace. More information on the X Games bid process can be found at

Helios has helped drive several major successes in the global sports marketplace in recent years, including the Sochi, Russia, bid to host the 2014 Olympic Winter Games and the initial development of the Sochi 2014 commercial program. Helios' most recent win involved Russia's bid to host the 2018 FIFA World Cup, and they are now engaged with Pyeongchang, South Korea for their bid to host the 2018 Olympic Winter Games. They have already leveraged this substantial expertise on behalf of ESPN and will continue to do so for the X Games host city bid process and commercial program.

"We believe action sports, and the X Games in particular, embody universal values that have tremendous appeal in the global marketplace," said Chris Welton, chief executive officer of Helios. "ESPN has been a leader and driving force behind the evolution of these sports and their connection with a young and attractive demographic."

With offices in Atlanta, Beijing, London and Paris, Helios delivers a broad array of sports consulting services to a wide range of global corporate sponsors, sports property rights holders, and cities and nations seeking to host major international sports events.

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Kevin Donovan


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