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August 17, 2007

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The X Games gained media exposure due to their big name sponsors, top-tier athletes and consistent fan attendance. As the Journal of Sport Management (2006) explains, Generation X and Generation Y are the two most highly valued by marketers. This creates a broad approach on marketing towards that certain demographic, which is why the X Games marketing and economic outlook is so “out of the box.” According to EXPN (2008); The Winter X Games inaugural year, 1997, was televised to 198 countries and 38,000 spectators attended the four day event. In 1998, the attendance dropped to 25,000 spectators. But just two years later, a record attendance of 83,500 people attended the Winter X Games' East Coast debut. The X Games and Winter X Games continue to grow with the popularity of action sports and the athletes who compete in them.

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