805 Beer Joins Forces with X Games for 30th Anniversary in Salt Lake City

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. 

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.