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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.

“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,” Alex Ferrer Kristjansson, a senior marketing and communication director at Euroleague Basketball, said.

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.

Our subsidiary @SportPassCo and @EuroLeague are collaborating to reinforce Euroleague Basketball’s #gamification strategy. Together, they will create a Euroleague-themed gaming platform, merging the thrill and culture of sports with #digital game experiences.… pic.twitter.com/m5aiV1n34B

“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,” said Jordan Fogarty, CEO of SPORTPASS.

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.

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