Euroleague Basketball taps Animoca Brands’ SportPass to advance gamification strategy

Euroleague Basketball (EB) is looking to add to its gamification portfolio via a strategic partnership with SPORTPASS, Animoca Brands’ fan engagement and gaming subsidiary.

The collaboration will see EB tap into SPORTPASS’ digital offering, with connections to Animoca Brands’ global traction in the Web3 ecosystem, to bring crypto and digital collectibles benefits to fans.

According to details in a press release, the partnership allows for the creation of a Euroleague-themed gaming platform targeted for Gen Z.

Improving fan engagement through digital collectibles

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

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