From July 29 to Aug. 1, ESPN will celebrate its 16th annual action sports event entirely downtown between the STAPLES Center, Nokia Theatre, the Los Angeles Coliseum and L.A. LIVE. The 2010 event marks the seventh consecutive year that the X Games will take place in Los Angeles. Thirty-one hours of live HD programming on ESPN and ESPN2 will be aired over the four days of the event, as well as on ESPN International, ESPN.comaction, ESPN Classic, ESPN3.com, and SportsCenter, a 14 hour increase from last year’s broadcast schedule which reached 44 million viewers worldwide.
The Muscle Milk/Toyota/JGRMX Team has visited the Summer X Games each year since the team’s formation in 2008. While the primary goal of the team is to contest the AMA Supercross Championship and Pro Motocross Championship series the size of the X Games audience is too large to ignore for the sponsor-funded enterprise. “Two wheels or four, our family business is dependent on exposure for our sponsors,” said Coy Gibbs, owner of the motocross division of Joe Gibbs Racing which also fields a three-car championship NASCAR effort. “The amount of exposure we can generate during X Games adds tremendous value to our sponsors while at the same time promoting our athletes to a worldwide audience.”
After a seven year hiatus X Games returns to the Los Angeles Coliseum, the birthplace of supercross. Josh Grant and Justin Brayton will contest the Super X event July 29 with live coverage for the final on ESPN starting at approximately 8:45 p.m. (EST). Josh Grant will also compete in the Best Whip competition July 30, with live coverage of the final beginning at approximately 9:30 p.m. (EST).