Euroleague Basketball uses Animoca Brands’ SportPass to further its gamification strategy

Euroleague Basketball (EB) is looking to expand its gamification portfolio through a strategic partnership with SPORTPASS, the fan engagement and gaming subsidiary of Animoca Brands.

Through the partnership, EB will leverage SPORTPASS’ digital offering, with connections to Animoca Brands’ global traction in the Web3 ecosystem, to provide fans with crypto and digital collectibles benefits.

According to details in a press release, the partnership will enable the creation of a Euroleague-themed gaming platform aimed at Gen Z.

“We are excited to join forces with Web3 leaders SPORTPASS to expand our gamification offering. The digital ecosystem is key to expanding the EuroLeague brand and offering young fans new ways to interact with the league,” said Alex Ferrer Kristjansson, senior marketing and communications director at Euroleague Basketball.

Enhancing fan engagement through digital collectibles

This partnership also means that Euroleague Basketball can combine “the excitement and culture of sports” with the new prospects for fan engagement, including rewards and in-game NFTs. It’s an initiative that will build on Euroleague Basketball’s digital strategy from 2023 – growing the EB’s fantasy games portfolio into a community of 4.3 million fans.

“With a plethora of digital experiences including gaming, rewards and competitions, we are confident that EuroLeague fans will find what they are looking for. Our partnership with the EuroLeague underlines our commitment to revolutionizing the sports entertainment landscape,” said Jordan Fogarty, CEO of SPORTPASS.

Euroleague Basketball organizes two top European competitions: the Turkish Airlines EuroLeague and the BKT EuroCup. It also runs the showpiece under-18s event, the EB Adidas Next Generation Tournament.

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