PASO ROBLES, Calif. — 805 Beer and X Games are proud to announce their official partnership for the X Games 30th Anniversary, set for June 27-29 in Salt Lake City, Utah. The collaboration unites two brands deeply rooted in action sports, authenticity, and the pursuit of progression.
805’s presence in the sport is more than symbolic, with longstanding 805 Authentico Tyler Bereman, an 11-time X Games medalist, returning to compete in Best Whip and High Air, bringing his signature style and fearless energy back to the arena. Fellow 805 Authentico and X Games legend Vicki Golden will join
the broadcast team, offering expert insight and perspective as one of the most respected voices in MotoX.
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 an unrelenting drive to push boundaries - values that both athletes embody. Watch Here
As part of the partnership, fans will gain access to 805 Beer’s award-winning original films across X Games platforms, including The House That Built Me, which chronicles Bereman’s journey from backyard tracks to global podiums and Inverted Perspective, which captures Golden’s rise as one of the most influential riders in Moto X. Both films spotlight the raw truth of two athletes who helped shape the sport.
“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 on the ground and in the broadcast. From custom content with 805 Athletes and co-branded apparel to cold 805 beers in the coolers, 805’s role is focused on elevating the experience for fans and competitors alike.
“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.”
This announcement continues a focused push from 805 Beer into culture-forward partnerships that resonate beyond the cooler. With a growing roster of films, athletes, and collaborators, the brand continues to connect deeply with consumers who live with passion and ride with purpose.
About Firestone Walker Brewing Company
Founded in 1996 by brothers-in-law Adam Firestone and David Walker, Firestone Walker is a family-led second-generation brewery based on California’s Central Coast. Helmed by Nick Firestone, and decorated Brewmaster Matt Brynildson, Firestone Walker’s main brewery in Paso Robles produces a robust lineup of award-winning beers including 805, California’s #1 craft beer brand established in 2012; Mind Haze, a top 5 national hazy IPA; and Cali Squeeze, one of the nation’s fastest-growing beer brands. The Firestone brand family also includes iconic beers such as DBA, Union Jack, and Pivo Pils, as well as the storied Vintage Series of barrel-aged strong ales led by Parabola. As a California beer company, Firestone Walker also has two additional locations: the Barrelworks wild ale cellar in Santa Barbara County and the Propagator R&D brewhouse in Venice. Firestone Walker was recently named “Best American Brewery of the Decade” by Paste Magazine.
About X Games
Since its inception in 1995, X Games has become the world’s leading action sports competition and lifestyle brand, spotlighting elite action sports athletes and youth culture. Over the past 30 years, X Games has held premiere global events, hosted top-tier musical acts, and created year-round content that connects with fans across platforms.