X Games adds ex-UFC VP to exec roster

BOULDER — X Games has hired Paul Asencio as its chief revenue officer. 

“Asencio will lead global partnerships, sponsorship sales and commercial revenue strategy for X Games and the MoonPay X Games League (XGL), reporting to CEO Jeremy Bloom,” according to an X Games news release.

Bloom is a former University of Colorado football standout and ex-professional skier who was tapped in late 2024 to lead the action-sports series. Upon taking over leadership of X Games, Bloom established a Boulder office, which now serves as the organization’s headquarters.

Asencio was previously senior vice president of global partnerships at UFC, the mixed-martial arts juggernaut. His resume also includes roles with Williams Racing Formula 1, the New York Mets and Fanatics.

“We’ve spent the last two years building an entirely new model for action sports, and the momentum behind X Games is as strong as ever,” Bloom said in the release. “We’ve launched a professional sports league with eight teams and a growing global footprint. Now it’s about turning that momentum into a sustainable, scalable global business. Paul helped drive global commercial growth at UFC and Formula 1, two of the biggest growth stories in sports. He knows how to build high-performing teams, create meaningful partnerships and turn passionate fandom into long-term value.”

Share on Facebook on LinkedIn