ESPN sells majority interest in iconic X Games brand, Marketing … – ETBrandEquity

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ESPN will remain a minority partner in the events and will continue to televise them.
Neither company is saying the other is wrong, but neither is backing down, either. The result is confusion, most notably for advertisers.
The potential deal will allow the sports broadcaster to capitalise on the growing wave of legalised sports betting, according to the report, which did not give details of the financials or structure of the partnership.
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