X Games Aspen Adds Geico As Music Sponsor, But Loses Four Other Companies From '16

Geico will be the official music sponsor of X Games Aspen, which is opening tonight and will last through the weekend. Geico is the only new sponsor for the action sports festival, which lost '16 sponsors Oakley, Intel, Skype and Xbox. Returning are the U.S. Navy, AT&T, Coors Light, GoPro, Harley-Davidson, Jeep, LifeProof, Monster Energy and Polaris. The Geico-entitled music stage will host performances by Bassnectar, Anderson .Paak & The Free Nationals, the Chainsmokers and G-Eazy. The Navy is the title sponsor to the marquee men’s snowboard big air competition and will also execute several parachute jumps to the base of Buttermilk Mountain. The event is hoping for a rebound from last year’s edition, which posted the lowest X Games TV viewership since '04 and also saw an 11% decline in attendance. However, streaming viewers and minutes viewed increased last year. Snowboarding legend Shaun White is returning to the event after missing it last year.