X Games grows brand with launch of FAST channel powered by Frequency

Action sports property X Games has entered the streaming TV market with a new free ad-supported streaming TV (FAST) service that mixes global live events with X Games’ extensive library of content.

The new FAST channel will be supported by Frequency, which brings a fresh approach to creating, managing, and distributing streaming TV channels with a ‘pure play’ Software-as-a-Service (SaaS) platform that delivers advanced automation, greater efficiencies, and a lower cost of ownership.

Blair Harrison, CEO & Founder of Frequency, said, “The X Games brand is very strong in the sports world, and we’re thrilled to be able to power its first action in FAST.

“Sports is a category that we believe will see exponential growth in streaming television, and X Games will be able to reach new audiences through this channel. 

“Frequency’s expertise with live events, automation capabilities and commitment to aesthetically-pleasing viewer experiences will provide enormous value as X Games scales its distribution footprint with Studio.”

Frequency’s Studio is a flexible, multi-tenant SaaS platform that powers the creation and management of streaming TV channels with advanced automation, real-time dashboards and advanced analytics.

Imminent and significant distribution for the X Games FAST channel will be announced at a later date to coincide with the property’s major live events in 2025.

Scott Guglielmino, President & COO, X Games, added, “We’re excited for fans of the X Games and action sports to have 24/7 access to X Games content on our own branded channel.
“By partnering with Frequency and its powerful Studio tool set, we’re able to not only seamlessly bring our action sports content library to our audience, but also extend distribution of, and access to, our worldwide live events portfolio.”