X Games has partnered with talent buying agency Versa to oversee music bookings and entertainment strategy for select MoonPay X Games League events. The agreement supports expanded music programming alongside the league’s action sports competitions.
Booking responsibilities
Versa’s responsibilities under the agreement cover:
- Artist strategy
- Talent sourcing
- Negotiations
- Bookings
The agencies’ work together began at X Games New Orleans, where Versa booked artists for part of the music lineup. Versa will also help book electronic music trio Levity for an upcoming Winter season event in Calgary.
“X Games has always understood that music is part of the culture, not simply an add-on to the competition,” said Toby Benson, Co-Founder of Versa.
“Our role is to help bring the right artists, strategy and execution together so the entertainment feels authentic to the audience and additive to the overall experience. We’re excited to continue building alongside their team.”
Music in the league format
X Games introduced the MoonPay X Games League format in 2026, with year-round, team-based competition and expanded live entertainment. The organization is transitioning to that format.
Bryan Hindin, Counsel for League Operations, Music and Business Affairs at X Games, said the agreement supports plans to increase music’s role at its events.
“As X Games completes its transition to the MoonPay X Games League, our ambition is twofold: to build the preeminent action sports league in the world and, true to our roots, to be the only one that puts music on equal footing with the competition,” said Hindin.
“Versa is a key partner in bringing that vision to life.”
Versa’s clients and projects
Founded by Jace Cohen and Toby Benson, Versa operates globally, providing talent buying and entertainment consulting services to festivals, promoters, venues and brands. The company says it facilitated more than $100 million in completed talent partnerships over the past year.
Its clients and projects include:
- Groove Cruise
- Same Same But Different
- High Tide Music Festival
- S2O
- International touring projects involving Imagine Dragons and Anyma
Further artist announcements and event details are due at a later date.
