European basketball’s top-tier EuroLeague competition has announced the renewal of its partnership with the league’s official fantasy sports company FantaKing through to 2027.
The multi-year partnership, which began in 2021, was originally set to expire in 2024 but the new three-year extension will see Fantaking retain rights to operate the EuroLeague Fantasy Challenge online fantasy sports platforms.
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Fantaking will also continue to provide the same services for the EuroLeague’s companion competition, the EuroCup, operating the EuroCup Fantasy Challenge service in tandem.
The contract extension includes provisions to rebrand the two Fantasy Challenge games, as well as the launch of a new mobile app set for September 2024 that will increase uptake and fan engagement in the product.
EuroLeague Fantasy Challenge already boasts around 170,000 users according to Fantaking co-founder Alessandro Molinari, with EuroLeague marketing and communications senior director Alex Ferrer Kristjansson adding that the two games are “key assets” for the league’s future.
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Kristjansson stated: “We are thrilled to renew our ongoing collaboration with Fantaking and keep on building on the unprecedented success the Fantasy Challenge game has had ever since this partnership started.”
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By GlobalData“EuroLeague and EuroCup Fantasy Challenge products are two key assets of our gamification strategy as they allow fans to engage with the competitions in a different way, independently of their degree of knowledge on the game.”
Molinari added: “As EuroLeague Basketball excels in driving fan engagement, our collaboration seamlessly aligns with their strategy. We are proud to stand alongside EuroLeague Basketball as a trusted partner, contributing to the league's expansion and brand recognition.”
The reveal of the EuroLeague’s renewed tie-up with Fantaking comes off the back of the January announcement of the league’s new partnership with sports technology firm Sportradar.
Through the deal, Sportradar’s Integrity Services division will deploy measures to ensure integrity protections are in place for the EuroLeague, EuroCup, under-18 competition, and the Euroleague Basketball Next Generation Tournament.
Sportradar will assess and monitor betting patterns on matches from the Euroleague’s three premier competitions using its AI-powered Universal Fraud Detection System.
Sportradar will also be providing anti-match-fixing educational support to stakeholders using both in-person and online workshops.
The continued investment in igaming services and gambling protections by the EuroLeague is indicative of the importance that the gambling and igaming markets have to the strategies of many top sports leagues globally.
