Built for the Bold
805 Beer is staying in the mix with the X Games, continuing a partnership built on shared DNA: grit, authenticity, and the drive to push what’s possible. The collaboration rolls forward through 2026, covering both winter and summer events as the X Games expands its global league format.
This isn’t a surface-level alignment. It’s a continuation of two cultures that grew from the ground up. Defined by builders, riders, and creators who carve their own path.
Firestone Walker CMO Dustin Hinz summed it up clearly: “X Games represents the same spirit that built 805 Beer. Freedom, creativity, and a deep respect for culture.”
And as X Games CRO Cherie Cohen put it: “805 Beer has become part of the cultural fabric of action sports… their commitment to storytelling, creativity, and supporting athletes makes them the perfect fit for our global community.”
Why the Partnership Works
At the center of this connection is the 805 Authenticos. A crew of athletes who don’t just excel in their fields, they embody the attitude and lifestyle that define 805.
Tyler Bereman, an eight-time X Games medalist, continues to push Moto X into new territory. Vicki Golden, a four-time medalist, brings the same edge and fearlessness that’s shaped her entire career. In the surf world, Conner Coffin and Lakey Peterson carry that same relentless spirit from the California coast to the global stage.
And the roster runs deep:
- Lefty Holman in bronc riding
- Tabatha Ricci in MMA
- Tyler McCaul, and Ryan “R-Dog” Howard in MTB and BMX
- Ryan McElmon MTB and skier
Different disciplines, same ethos. They make 805 more than a beer. They make it a community. One built on progression, craft, and staying true to who you are.
Looking Ahead
With the extension through 2026, expect the partnership to continue showing up where it matters: on snow, dirt, and in the stories of the people who define action sports culture today.
Shared values brought 805 and the X Games together. The athletes, creators, and the culture they shape are what keep it moving.
Here’s to the next chapter. Bold riding, honest storytelling, and a lifestyle lived wide open.