805 Beer Partners With X Games

(Tyler Bereman / 805 Beer)

If you care about beer, you’re probably familiar with Firestone Walker’s 805 Beer. It was originally conceived as a Central Coast California-only release, an anytime beer that immediately caught fire and spread well beyond its uber-local aspirations.

The 805 brand also has some of the coolest beer partnerships we’ve ever seen, including their latest association with the X Games.

Organized by ESPN, the X Games are a series of annual extreme sports competitions featuring events like skateboarding, BMX, motocross, and snowboarding, that attracts millions of viewers. Think of them as like the Super Bowl for adrenaline junkies.

And now 805 Beer and X Games have announced their official partnership for the X Games 30th Anniversary, set for June 27-29 in Salt Lake City, Utah.

805’s presence at the Games is more than symbolic, with 805 Authentico Tyler Bereman, an 11-time X Games medalist and former supercross racer turned freerider, returning to the competition. Fellow 805 Authentico and X Games legend Vicki Golden will join the broadcast team, offering expert insight as one of the most respected voices in the MotoX arena.

( Vicki Golden / Firestone Walker Brewing)

Bereman and Golden are also featured in the latest 805 Beer campaign, “It’s more than a beer. It’s a way of life.” The campaign celebrates those who live with grit, grace and a relentless drive to push boundaries – values that both athletes embody.

“805 Beer is brewed for moments like this,” said Dustin Hinz, Chief Marketing Officer at Firestone Walker Brewing Company. “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 of X Games Salt Lake City 2025, 805 will have a full presence at the game and in the broadcast booth,  with 805 athletes and co-branded apparel to cold 805 beers in the coolers.

“805 is more than a beer, it’s a cultural marker,” said Cherie Cohen, Chief Revenue Officer at X Games. “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.”

So let the games begin…

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