The Commercialization of Extreme Sports (X Sports) Essays

The Commercialization of Extreme Sports (X Sports) ABSTRACT For years, extreme sports had little to nothing in common with each other except for high risk, and an appeal to women and men from the ages of 12 to 34. Entertainment Sports Programming Network (ESPN), realizing this age group was a prime viewing audience, brought together several extreme sports and created yet another commercialized sporting spectacle. Since 1995, this television network has produced the Summer X Games. After these summer productions proved to be successful television and live spectator events, ESPN expanded into the winter extreme sports. The Winter X Games have been produced since 1997. This paper, which commences with the rise of extreme sports, is†¦show more content†¦The X Generation, considered by some as less mainstream than preceding generations of youth, has been swept away with a relatively new type of non-traditional sporting activity that is referred to as extreme sports (Reitman, 1999). This is a high thrills, dare devil, real life sporting ac tivity for enthusiasts who are willing to go to the edge of athletic participation and sometimes beyond. The creation and evolution of the X Games were a carefully orchestrated chain of events. The purpose of this paper is to highlight the conditions involved in the formation and growth of the X Games. The major factors that have contributed to the biannual successes of the X Games have been the close connection of ESPN with the X Games, the involvement of corporate sponsorship, and the site choices and intense bidding by cities to serve as host sites. This article includes both key factor analyses and a historiographic examination of this extreme sporting phenomenon. HISTORICAL CLIMATE The Summer and Winter ESPN X Games are a commercialization of these extreme sports. With the X Games, ESPN had assessed what it took to be the†¦in-your-face persona of Generation X and assembled a scaffolding of events that made it all marketable (White, 1997)1. 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