Sports technology firm Sportian, owned by digital technology company Globant, has partnered with gaming and web3 company StadioPlus.

As part of the deal, Sportian will be able to utilize StadioPlus' expertise in metaverse, gaming, web3 strategy, and digital asset creation, to help Globant’s athletes, leagues, and sports brands develop new monetization models through these channels.

Sportian and StadioPlus will also collaborate on a joint global strategy.

Jon Fatelevich, chief executive and co-founder of StadioPlus, said: “Globant Sportian's ecosystem is grounded in new technology innovation and solid growth strategies, which makes it an ideal partner for us.

“This partnership presents exciting new possibilities for connected fan experiences and will help us be the bridge between the sports industry and the future.”

Alejandro Scannapieco, Globant Sportian chief executive, added: “StadioPlus shares our vision for transforming sport and entertainment through reaching new fans and providing world-class experiences.

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“We are excited by its track record in gaming and web3, which will contribute to the expertise we have already developed with Globant and its focus on creating growth through these platforms. Through this partnership, we will demonstrate how to add disruptive new technologies to existing tech ecosystems and engage fans across the digital and physical world.”

Last October, Spanish soccer’s top-tier LaLiga unveiled a rebrand of its LaLiga Tech subsidiary to Sportian following a joint venture agreement with Globant.

LaLiga launched and separated its digital services into the LaLiga Tech company in late 2021 and subsequently became a joint venture in 2022 when Globant acquired a 51% majority stake in the company.

The league’s tech arm already has a portfolio of clients across the sports and entertainment industry such as MotoGP promoter Dorna Sports, Sky Mexico, Belgian soccer’s Pro League, Portuguese soccer's top-tier Liga Portugal, and the Royal Belgian Football Association.

It also works with North America’s Major League Rugby, teams in basketball’s NBA, and the World Padel Tour.

In total, it has more than 60 clients and a presence across North and Latin America, Europe, and Asia.

Sportian also unveiled Ottavio Mussari as the new head of its fan activation team last month (February).

Mussari’s role will primarily be focused on driving fan activation for clients through methods such as gamification, loyalty tools, and live broadcast integration.