SPORTPASS and Euroleague Basketball announce partnership to deliver next-generation fan engagement and gaming experiences to fans

Euroleague Basketball to amplify its gamification portfolio with SPORTPASS, a subsidiary of Animoca Brands

20 February 2024 – Euroleague Basketball and SPORTPASS, a fan engagement and gaming platform, are collaborating to reinforce Euroleague Basketball’s gamification strategy. Sportpass is a subsidiary of Animoca Brands, a global leader in gamification with a large portfolio of over 400 investments in Web3 projects.

The collaboration announced today will create a Euroleague-themed gaming platform targeting the Gen Z fanbase, merging the thrills and culture of sports in a digital offering with a number of game experiences, rewards, in-game collectibles, and more.

Gamification has been one of the growth pillars of Euroleague Basketball’s digital strategy in recent seasons, with 2023 seeing a triple-digit year-on-year increase on the fantasy games portfolio, reaching a community of 4.3 million engaged fans.

Alex Ferrer Kristjansson, Marketing and Communication Senior Director at Euroleague Basketball, stated “We are delighted to join forces with Web3 leaders SPORTPASS to expand our gamification offering. The digital ecosystem is key to expanding the EuroLeague brand and offer new ways for young fans to interact with the league. This collaboration marks an important step in growing our portfolio of gaming opportunities for fans to engage with the EuroLeague in different, innovative ways.”

SPORTPASS CEO Jordan Fogarty added: “SPORTPASS is the result of years of innovation in technology, gaming, and sports, placing the fan squarely at the core of our offerings. 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 collaboration with the EuroLeague underscores our commitment to revolutionizing the sports entertainment landscape.”

About Euroleague Basketball

Euroleague Basketball (EB) is a global leader in the sports and entertainment business, devoted to running the top European competitions of professional basketball clubs under a unique and innovative organizational model. Owned and administered by some of the most successful and historic clubs in the world, EB manages the continent’s two premier men’s basketball competitions, the Turkish Airlines EuroLeague and the BKT EuroCup, as well as the sport’s premier under-18 showcase, the EB Adidas Next Generation Tournament.

The EB competitions bring the elite of European basketball to all five continents and to the entire sports community through the OTT platform EuroLeague TV. EB also organizes a series of community and educational activities, led by the One Team program, in alignment with the United Nations Agenda 2030 Sustainable Development Goals. On the academic side, the EB Sports Business MBA trains future professionals in sports management.


SPORTPASS, previously known as Be, is a subsidiary of Animoca Brands and a next-generation fan engagement and gaming platform designed to enable sports properties to deliver gaming, rewards and competition experiences to their fans. For more information visit

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