X Games Appoints Selema Masekela as Chief of Sports Culture in Three-year deal, Pioneering a New Era of Athlete-Driven Competition, Culture & Growth for the new company
Aspen, Colo., Jan. 24, 2024 – Ahead of the much-anticipated winter games in Aspen this week — the first winter event under full creative control of new ownership group MSP Sports Capital — X Games today announced Selema Masekela as the first 'Chief of Sports Culture,' a move that supports the brand’s ambitious vision of an innovative, athlete-driven strategy.
The three-year deal will see Masekela, an iconic member of the X Games on-air team, continue his duties as host across a diverse collection of existing and new events being planned, while adding creative advisor, producer, and mentor to his role.
“Selema has been a trailblazing force in the skate and action sports cultures over the past two decades,” said Scott Guglielmino, interim COO at X Games. “His influence extends past just sport, into fashion, music and art – and most importantly their intersection. We’re excited to have him back in the fold at X Games.”
“Since assuming control from ESPN and Disney little more than 18 months ago, X Games is now a 30-year-old start-up, which is exciting. We’re in growth mode. We’re working on myriad plans to elevate the brand, the action sports landscape, and most of all, be a platform for athlete growth. Selema will play a key role in helping X Games live up to our ambitious plans.
In his new role as X Games Chief of Sports Culture, Masekela will help guide the cultural vision for the sport and lifestyle elements of the X Games brand, mentor up-and-coming talent, provide counsel on topics of athlete growth through production, while representing X Games as a public face of the brand.
“It’s an honor for me to rejoin the X Games family in this Chief Of Sports Culture capacity,” said Selema. “I am excited to listen to and collaborate with this current crop of incredible athletes on what I believe is the infinite potential of X Games growth and cultural relevance.”
Beginning his career as an intern at TransWorld, Masekela now boasts decades of action sports journalism and mentorship on his resume. In 1999, he joined the X Games team as a snowboard sideline reporter, swiftly becoming the face and voice of the brand. Masekela hosted X Games for 13 years before departing in 2012 to join Red Bull Media as lead host for sports and music as well to create Emmy Award nominated series VICE World of Sports. His host and journalistic career is unique, spanning ESPN’s NBA coverage, E!’s Daily 10, Vans Pipeline Surf competitions and shows for National Geographic.
In 2020, Masekela joined Burton Snowboards’ Board of Directors, and continues to pave the way for diversity and inclusion in the action sports world through initiatives such as Stoked — a mentoring program providing opportunities in snowboarding, skateboarding and surfing. Beyond his media and sports contributions, he is a musician with two full length albums recorded under his artist name ALEKESAM, is the co-creator of the New York Times' favorite coffee table book in 2021, "AFROSURF," and the co-founder of fashion surf brand Mami Wata as well as the original and iconic streetwear brand AlphaNumeric.
About X Games
X Games Aspen 2024 will feature nearly 100 of the world’s best ski and snowboard athletes competing in SuperPipe, Slopestyle, Big Air, and Knuckle Huck competitions Jan. 26 - 28 at Buttermilk Mountain. For the first time, fans can enhance their X Games Aspen experience by purchasing a reserved corral ticket to guarantee their spot at the base of the courses, or a SuperFan ticket which guarantees their spot on the decks of the SuperPipe. Additionally, VIP Chalet and XIP fan experiences are also available which give fans the ultimate experience. Please visit Xgames.com to purchase tickets and hospitality options.