PASO ROBLES, Calif. — In an exciting announcement, 805 Beer has officially joined forces with X Games to celebrate its 30th Anniversary. The event is scheduled for June 27-29 in Salt Lake City, Utah, promising a thrilling showcase of action sports that both brands are passionately rooted in.
The partnership reflects a commitment to the values of authenticity and the relentless pursuit of progression, making it a match made in heaven for fans of extreme sports.
805 Beer has a notable presence in the action sports scene, particularly with the return of 11-time X Games medalist Tyler Bereman. Known as an 805 Authentico, Bereman will compete in Best Whip and High Air, showcasing his signature style and daring energy.
Veteran X Games personality Vicki Golden, another 805 Authentico, is set to join the broadcast team, providing insights as one of the most respected voices in the MotoX community.
The collaboration will also offer fans exclusive access to 805 Beer’s award-winning original films through X Games platforms. Noteworthy films include “The House That Built Me,” which traces Bereman’s trajectory from backyard tracks to global recognition, and “Inverted Perspective,” which focuses on Golden’s impactful rise within Moto X. Both films highlight the realities faced by athletes who have significantly influenced the sport.
Dustin Hinz, Chief Marketing Officer at Firestone Walker Brewing Company, shared his excitement regarding the partnership: “805 Beer is brewed for moments like this. We’ve always backed the athletes and creators who move culture forward. Teaming with X Games is a chance to show up in the places that matter, and raise a cold beer to celebrate 30 years of progression and individuality.”
As the official craft beer for X Games Salt Lake City 2025, 805 Beer will maintain a strong presence throughout the event, engaging fans in various ways. This includes custom content featuring 805 athletes, co-branded apparel, and, of course, providing cold 805 beers for all attendees.
Cherie Cohen, Chief Revenue Officer at X Games, expressed her views on the partnership: “805 is more than a beer; it’s a cultural marker. Their ties to athletes like Tyler and Vicki, their storytelling, and their commitment to the lifestyle make them an ideal partner to help celebrate three decades of X Games.”
This announcement is part of a strategic initiative by 805 Beer to foster partnerships that resonate deeply beyond the realm of beverages. With a growing lineup of films, athletes, and collaborators, the brand aims to connect with consumers who embody passion and purpose in their lives.
Founded in 1996 by brothers-in-law Adam Firestone and David Walker, Firestone Walker Brewing Company is rooted in California’s Central Coast. Now a family-led second-generation brewery, it boasts award-winning beers including the 805 brand, California’s top craft beer since 2012, alongside Mind Haze, a popular hazy IPA, and Cali Squeeze, a rapidly expanding beer brand.
Firestone Walker also has two additional locations, including Barrelworks in Santa Barbara County and the Propagator in Venice, with their flagship brewery located in Paso Robles. The company was recently honored as the “Best American Brewery of the Decade” by Paste Magazine.
X Games, established in 1995, has evolved into the premier global action sports competition and lifestyle brand, continuously showcasing top athletes and celebratory youth culture. Over its 30-year history, X Games has conducted major global events featuring elite athletes, world-class musical performances, and year-round content that deeply connects with fans across various platforms.
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