Endeavor Streaming, a subsidiary of the international entertainment agency giant, has partnered with audience engagement platform LiveLike to provide interactive viewing features for EuroLeague TV, the top-tier European club basketball competition’s dedicated OTT service.

The tie-up will enable EuroLeague to launch new live chat and engagement features on its EuroLeague TV app for the 2023-24 season.

The partnership, which launched on December 1, includes an interactive experience within The Players’ View content offering – a watch-along with active and former players – with additional fan engagement features such as quizzes, polls, and cheer meters.

The deal marks the first integration of Endeavor Streaming’s partnership with LiveLike to bring enhanced gamification, engagement, and community capabilities to its direct-to-consumer (DTC) clients

Endeavor Streaming has delivered EuroLeague’s global DTC service since 2015. Euroleague TV was launched in 2007. 

Most recently, Endeavor Streaming managed the launch of EuroLeague TV’s app across Samsung TV, Apple TV, and Android TV devices.

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Endeavor Streaming is also the OTT supplier for Fedcom’s new streaming service SkWeek, which holds broadcast rights to the EuroLeague and second-tier EuroCup competitions in France. 

Alex Ferrer Kristjansson, Euroleague Basketball marketing and communications senior director, said: "We are always looking for new possibilities to engage with our fanbase and enhance the EuroLeague experience through our platforms.

“This new collaboration with LiveLike builds on our core product, our games, and opens up a wide variety of interactive proposals to bring fan engagement within the EuroLeague TV community to a brand-new level." 

Peter Bellamy, chief commercial officer at Endeavor Streaming, added: “Interactivity, gamification, and community capabilities are becoming increasingly important to engage audiences and fanbases, whether it’s sports or entertainment.

“The partnership with LiveLike has enabled us to offer an even more enhanced viewing experience that brings our clients closer to their audience.

EuroLeague TV’s new interactive functionality is a great example of how we can tap into sports fans’ desire for community and shared experience that keeps fans more deeply engaged over a longer period.”

Endeavor Streaming provides DTC services for several major sports leagues and organizations, including the Women’s National Basketball Association, UEFA, World Wrestling Entertainment, National Women’s Soccer League, European League of Football, and Ultimate Fighting Championship.

Meanwhile, LiveLike has worked with organizations and across sports and media around events such as the FIFA World Cup, NBA playoffs, and NCAA March Madness, in partnership with Canal Plus, FloSports, Fox, Belgian Pro League, LaLiga, MSG, Nascar, Turner Sports and YES Network.

Read: The EuroLeague's digital adaptation fuels continued growth