How Euroleague Basketball is growing a marketable database

InCrowd was selected to deliver digital platforms that utilised rich fan data to enable supporters around the world to engage with clubs and players whilst driving significant new commercial revenue. Euroleague’s primary focus was to deliver digital platforms that utilised rich fan data to enable supporters around the world to engage with clubs and players whilst driving significant new commercial revenue.

Central to this was the sourcing, collation and utilisation of first party fan data, deploying the SSO solution across the website, app, streaming and fantasy, meaning all data points for Euroleague subscribers come into a central and actionable marketable database.

Objectives

  • Establish EuroLeague as pioneers of digital experiences and fan engagement
  • Increase global exposure and awareness, attracting new fans
  • Capture, analyse and understand new fan data and insights to drive growth

Pioneers in fan experiences

We worked with EuroLeague to develop the must-have digital destination for basketball fans, with relentless fan engagement activations, innovating digital touchpoints and gamifying interactions with the global fanbase.

Featuring advanced, stats driven game centers and dynamic boxscore feeds, tailored content and video reels, the app also delivered a suite of Fan Engagement tools including polls, live blog  and preferential in-app messaging.

Evan Planchon, Head Of Digital, Euroleague said: “InCrowd has enabled us to take our digital transformation to the next level by focusing on fan personalisation, fan data, fan engagement & experience, while increasing our commercial inventory across our digital touchpoints.”

Elevating global reach

Together, we measure global reach by increased international  traffic to digital platforms, increased live-stream consumption and significant revenue and growth of global database, tracking geographic demographics.

Our collaborative, ongoing roadmap of innovation developments including translation of the app and website into 9 languages beyond English, continues to increase engagement and personalisation.

In addition, the ability to deliver territory specific broadcaster information and partnership activations based on fan location, supported team and preferences is a game-changer in connecting with such an international audience.

Data-led decision making

With a tech provider sourced, tested and implemented by InCrowd, EuroLeague ID Single Sign On is deployed across digital platforms.

This single point of login improves the fan experience and user journey and has driven significant database growth in traditional demographic data, transactional data and most importantly behavioural data.

Personalisation is key to our philosophy of “experiences not advertising” when it comes to commercial opportunity through digital platforms, and armed with this data and supporting digital tools, EuroLeague have the ability to deliver relevant commercial content, limiting disruption but maximising conversion.

Brentford FC inks partnership with Joma Sport

Brentford FC has partnered with Spanish sports clothing and shoe brand Joma Sport, S.A., as their new official kit partner.

Joma will create bespoke, elite performance wear for Brentford men’s first team, B team, academy and women’s teams, as well as coaching staff and Brentford FC Community Sports Trust as part of a multi-year deal beginning in July 2025.

The new kits in 2025 will include a celebratory home shirt that commemorates 100 years of the club wearing red and white stripes.

Brentford’s decision to partner with Joma is rooted in shared values. Like the Bees, Joma has strong connections with its local community, having been founded in 1965 as a family business in Toledo, Spain, where they remain headquartered. Brentford and Joma also share a focus on innovation and elite performance, as well as a commitment to sustainability. All of our new range will be made from recycled polyester and other ecological fabrics to reduce environmental impact.

Joma have a 60-year history in sportswear, manufacturing kits and equipment for football clubs worldwide and elite performance apparel in other sports. Joma started as a family business and has continued to expand internationally. The brand prides itself on detail, from design to its relationship with athletes and consumers.

With 60 years of history, distribution in over 140 countries, a presence in the big five leagues, 10 Olympic committees, 18 athletics federations, and more than 300 professional teams worldwide, Joma has a strong presence in top international competitions, including the World Cup. Spanish teams such as Villarreal CF, Getafe CF, and CD Leganés currently wear Joma kits. Outside Spain, the brand stands out in the “Big Five” – the five major European leagues – with clubs like Hellas Verona FC, Torino FC, and Atalanta BC in Italy, RSC Anderlecht in Belgium, TSG Hoffenheim in Germany, and Le Havre in France. For the 2025/26 season, Brentford FC will proudly stand out as the only club in the Premier League to wear kit supplied by Joma.

Additionally, Joma sponsors national teams such as Romania, Cuba, and Honduras, as well as prominent international clubs like Atlante FC and Venados CF in Mexico, HNK Rijeka in Croatia, Paços Ferreira in Portugal, and Carlos Barbosa in Brazil, among others.

Fran Jones, Brentford FC’s commercial director, said: “We are delighted to welcome Joma as our new official kit partner. From our very first conversation, there was a clear alignment between us. Joma share Brentford’s commitment to community, innovation

and performance. Their bespoke approach to design was also a key part of their proposal, enabling us to have kits, training wear and leisure wear that reflect who we are as a club, our rich history and heritage and our exciting future. We’re looking forward to presenting these ranges to our fans in July.”

Ben Ryan, Brentford’s performance director at Brentford FC, added: “Our collaboration with Joma is about more than just kit supply – it’s about elevating performance. Joma’s proven track record in elite sportswear, and their willingness to work closely with our performance teams, gives us confidence that our players and staff will benefit from apparel tailored to meet the demands of Premier League football.”

Marina López, managing director of Joma Sport S.A. said: “At Joma we continue working to offer the best product with constant technological evolution and a daily commitment to providing the best to those who give their all in their sport.

“That’s why we are delighted to collaborate with Brentford Football Club and are excited to support them in their journey in the Premier League. This collaboration represents a fundamental step for Joma Sport in the English football scene, and we are honoured to be the club’s official kit partner. A commitment to excellence and an ambition to offer the best are fundamental characteristics of Joma’s philosophy, which we share with Brentford.”

FIBA Appoints Mediapro Asia as Exclusive Sales Representative for 3×3 Basketball Media Rights

FIBA, the International Basketball Federation, today announced the appointment of Mediapro Asia as its exclusive sales representative for media rights for 3×3 Basketball, further strengthening the sport’s global expansion and commercial growth.

Under the agreement, Mediapro Asia will manage the distribution and sale of media rights for all FIBA 3×3 properties, including the FIBA 3×3 World Cup, FIBA 3×3 Asia Cup, FIBA 3×3 World Tour, FIBA 3×3 Women’s Series, and FIBA 3×3 Champions Cup. The partnership will cover the Asia Pacific region until 2028.

3×3 Basketball has seen remarkable growth especially in Asia. Since making its Olympic debut in Tokyo 2020, it is now widely regarded as the number one urban team sport in the world. There has been significant impact in Asia, as it democratizes access to sport, energizes youth culture, and strengthens sports development in the different countries.

Alex Sanchez, FIBA 3×3 Director, commented: “We are thrilled to partner with Mediapro, part of Grup Mediapro, Asia to accelerate the reach of FIBA 3×3 Basketball in key markets. 3×3 has tremendous potential to engage new audiences, and Mediapro Asia’s proven expertise will be vital in driving this growth.”

Lars Heidenreich, Managing Director of Mediapro Asia, said: “We are excited to join forces with FIBA to bring the dynamic and youthful 3×3 format to fans and broadcasters across the region. We look forward to building new partnerships and delivering exceptional coverage of FIBA 3×3 events.”

Cortex and Hunch Join Forces to Revolutionise Fan Engagement and Boost Revenue

Cortex, a leading provider of fan engagement and marketing technology, today announced a strategic partnership with Hunch, an innovative platform that empowers sports clubs and brands to unlock deeper fan and guest insights.

This partnership will see sports organisations benefit from the combination of Hunch’s gamified engagement tools and advanced data capture technology, with Cortex’s expertise in connecting data, content, and commercial inventory. The collaboration delivers a powerful, joined-up solution designed to enhance the fan experience and drive significant revenue growth.

Cortex empowers sports organisations to take control of their fan engagement and marketing. Their platform seamlessly connects various data sources, content management, and commercial opportunities, enabling clubs to deliver personalised experiences across all touchpoints.

“This partnership with Hunch is a game-changer for sports organisations looking to truly understand and connect with their fans,” said Archie Clarke, Senior Manager, Partnerships at Cortex. “By combining Hunch’s innovative data capture with Cortex’s proven ability to activate that data across content and commercial opportunities, we’re empowering clubs to create hyper-personalised experiences that drive both fan loyalty and significant revenue growth. It’s about making every fan interaction more meaningful and more valuable.”

Dan Williams, CEO of Hunch commented, “We’re excited to partner with Cortex. Their ability to seamlessly connect data, content, and commercial inventory to elevate the fan experience and unlock new multi-channel revenue opportunities makes them a natural partner to Hunch. By pairing Hunch’s rich, actionable data at scale with Cortex’s expertise in commercialising that data, we’re delivering a seamless, high-impact solution that drives both fan value and commercial returns for clubs.”

Inside the iSportConnect Ticketing & Hospitality Masterclass: What Industry Leaders Are Focusing On

The latest edition of the iSportConnect Ticketing & Hospitality Masterclass brought together an expert panel of sports executives and hospitality innovators for a day of candid discussion, shared experiences, and fresh thinking on fan engagement and revenue optimisation.

Held in partnership with Pinsent Masons, the event was once again hosted with finesse at the firm’s offices. Trevor Watkins, Global Head of Sport & Entertainment at Pinsent Masons, set the tone with a thoughtful opening, highlighting the ever-evolving commercial landscape in sport and the critical role of integrated fan experiences.

Among the headline speakers were:

Eric Clouse, Senior Vice President at New York City FC

John Williams, Managing Director of the innovative E1 Series

Max Cobb, Secretary General of the International Biathlon Union (IBU)

Karen Dundas, Head of Hospitality and Fan Experience at NFL International

While iSportConnect maintains a strict policy of event confidentiality—ensuring attendees get exclusive access to deeper insights—here’s a look at the broad themes and ideas that emerged:

Small Gains, Big Returns

A key takeaway was the amplified impact of marginal gains. Increasing attendance by even a few hundred fans has a multiplier effect, boosting not just ticket revenue but also food, beverage, and merchandise sales. For smaller or emerging organisations, this incremental growth can significantly shift the financial needle.

Athlete Access is Premium Currency

Speakers agreed that fans crave more access to athletes, and the most successful clubs are finding creative ways to deliver that. As salaries have risen, players are increasingly understanding the value of engagement. Whether it’s meet-and-greets or short digital interactions (like Zoom calls), personal access builds lasting loyalty and differentiates the fan experience.

VIPs Want the Star Treatment Too

Top-tier hospitality isn’t just about champagne and canapés. Executives noted that VIP guests also relish moments of authenticity—like walking the pitch or interacting with players. These experiences are often the highlight of premium packages and can justify a significant uplift in price.

Membership Over Matchday

Another insight was to stop thinking of “tickets” and start thinking about memberships. Fans want to feel like they’re part of a community. Offering memberships that include exclusive content, behind-the-scenes access, and surprise perks helps drive long-term engagement and sustainable revenue.

Make Every Game Special

Regular-season games can sometimes blend into each other, particularly in long formats. The Masterclass explored the idea of giving each match a unique identity—through themes, activations, or storytelling. English football, some argued, often does this better than its American counterparts, creating a more resonant matchday culture.

Surprise and Delight Loyal Fans

Consistency in service is key—but variety matters, too. Fans attending multiple games in a season want to feel appreciated. Changing up the menu, offering unexpected treats, or rotating in new experiences can go a long way in reinforcing their loyalty and enhancing word-of-mouth marketing.

As always, to really get the insights that matter, you have to be in the room. But even at a glance, this year’s Ticketing & Hospitality Masterclass revealed that the future of fan engagement lies in personalisation, access, and creating value far beyond the 90 minutes of action.

Stay tuned for more iSportConnect events that bring together the industry’s sharpest minds.

EBU Renews Free-to-Air Rights Deal with European Gymnastics Through 2028

The European Broadcasting Union (EBU) has extended its long-standing media rights agreement with European Gymnastics for another four-year cycle, safeguarding free-to-air access to some of the sport’s most prestigious events through 2028.

The renewed deal ensures that audiences across 21 territories can continue to watch both the Artistic and Rhythmic Gymnastics European Championships on free-to-air platforms. The agreement, running from 2025 to 2028, covers both men’s and women’s competitions and reaffirms the EBU’s and European Gymnastics’ shared commitment to gender equality, visibility, and accessibility.

Among the 21 EBU Members included in the rights package are the BBC (UK), ARD & ZDF (Germany), RAI (Italy), NOS (Netherlands), and RTP (Portugal), alongside national broadcasters from countries including Armenia, Belgium, Bulgaria, Croatia, Cyprus, Finland, Greece, Hungary, Iceland, Ireland, Israel, Slovakia, Switzerland, Turkey, Czechia, and Ukraine.

In addition to linear broadcasts, the EBU’s free-to-air digital platform, Eurovision Sport, will provide extended coverage, giving fans even broader access to competitions and reinforcing digital engagement.

Glen Killane, Executive Director of EBU Sport, said: “This renewed agreement builds on over four decades of collaboration and reflects our joint commitment to accessible, high-quality coverage of gymnastics. We’re proud to continue showcasing both men’s and women’s competitions equally, reinforcing the sport’s values and commitment to gender balance.”

Dr. Farid Gayibov, President of European Gymnastics, added: “This extension is a testament to the strength of our partnership with the EBU. Together, we are ensuring that gymnastics continues to reach fans across Europe with the level of visibility and professionalism it deserves.”

The partnership highlights the growing role of free-to-air broadcasters in maintaining sport’s cultural relevance and expanding its reach in a rapidly evolving media landscape.

Dream Sports Commits $50 Million to Cricbuzz and Willow TV in a Bid to Transform Digital Cricket Engagement

In a landmark move set to reshape the cricket media landscape, Dream Sports—India’s leading sportstech enterprise—has announced a strategic investment of USD 50 million into Cricbuzz and Willow TV, two of the most prominent cricket media platforms under Times Internet.

This significant alliance merges Cricbuzz’s massive global digital footprint—with over 185 million monthly users—and Willow TV’s premium live broadcast capabilities, which includes streaming more than 1,500 matches annually across key cricket-viewing markets such as the US, Canada, Southeast Asia, and the Middle East.

The investment is designed to power the next phase of fan engagement by integrating cutting-edge technologies including artificial intelligence, immersive content formats, and seamless commerce experiences. The vision is clear: to deliver richer, more interactive experiences that bring fans closer to the game—and to one another.

“Cricbuzz and Willow are central to how hundreds of millions engage with cricket daily,” said Satyan Gajwani, Vice Chairman of Times Internet. “This partnership with Dream Sports is an exciting opportunity to co-create the next chapter in cricket media by pushing the boundaries of digital fan experiences.”

For Dream Sports—home to Dream11, FanCode, and DreamSetGo, and a user base exceeding 250 million—this marks a natural progression in its ambition to deepen sports engagement in India and globally.

“Our mission at Dream Sports is to ‘Make Sports Better’ for fans,” said Harsh Jain, Co-Founder and CEO of Dream Sports. “We’ve had a long-standing relationship with Cricbuzz, and this investment allows us to deliver more personalised, interactive, and socially engaging experiences to cricket enthusiasts around the world.”

By combining Dream Sports’ ecosystem with the expansive reach of Cricbuzz and the live rights muscle of Willow TV, the partnership enhances content distribution and consumer touchpoints, reinforcing the growing trend of convergence between sports media, technology, and commerce.

Cricbuzz continues to lead as the most popular destination for live scores, match commentary, and expert insights, while Willow TV remains the go-to cricket broadcaster across North America. Their combined reach spans over 150 countries—making this a globally relevant play.

Avendus Capital served as the exclusive financial advisor on the transaction.

As digital sports consumption continues to evolve, this collaboration positions Dream Sports and Times Internet at the forefront of redefining how cricket is consumed, experienced, and monetised—putting fans at the centre of innovation.

If YouTube Wants to Be TV, It Needs a Stronger Play in Global Soccer

In this week’s Member Insights, Ian Whittaker, Twice City AM Analyst of the Year unpacks YouTube’s bold claim that “YouTube is TV”—a slogan that may resonate with advertisers but lacks substance without premium content to back it.

For me, YouTube’s claim that “YouTube is TV” is an excellent slogan and should be a lesson for all marketers – a one liner that is pithy, encapsulates what is its aim (to take TV advertising money ultimately) and fits in with the viewpoint of many of its target audience (ultimately, people in the advertising industry who decide where advertising money gets spent). Whether it is actually accurate though is another question. I would raise several objections to its validity, not least its proprietary ownership of content (i.e. audience is based off the back off other people’s content). However, if YouTube does want to be seen as TV, then it could do worse than look at sports – and particularly football (or soccer for the Americans in the audience).

Of course, YouTube has already gone down the sports route, particularly in North America, where it has now is one of the major rights holders of NFL games. The logic of such a move is clear. NFL games made up 70 of the top 100 most watched live TV programmes in the United States in 2024 (a year in which there was the distraction of the US Presidential and Congressional elections) and, by buying up NFL rights in particular, YouTube is making a play for US TV advertising budgets. Already, there are signs that strategy is having success given YouTube is the single largest biggest ‘channel’ on US TV, according to Nielsen.

However, when it comes to soccer rights, particularly in Europe, the major Tech platforms have been less forthcoming. In fact, if anything, the platforms have been scaling back their rights in Europe in recent years rather than expanding them. The reason for that is financial: put simply, the financial returns from acquiring soccer rights cannot justify the costs as the individual European markets simply do not offer either the advertising or subscription upside.

However, it may make sense for YouTube to consider buying a tranche of European soccer rights. Yes, like with the Tech giants, the economics are very unlikely to work on a standalone basis. However, there would be two wider strategic objectives.

The first is that, if YouTube wants to take a significant chunk of European TV advertising revenues, it needs to prove itself as a viable platform for premium content. There is only so much Mr Beast that you can sell. Having premium soccer rights is an immediate way of doing that. YouTube would certainly make losses. However, it could help cement a longer-term plan.

The second – and a major question for the soccer league themselves – is that the likely future of European soccer rights may be more global than national. The head of the UK’s intellectual property crime unit has said that piracy of sports rights has ‘gone through the roof’ and that it is practically impossible to prosecute users. This is a problem that is likely to get only worse in an online world and with ever increasing broadband speeds.

It may therefore may make more sense to think about how rights can be monetised at a global level, rather than national. In many ways, YouTube is the most credible platform to make this week.  Last week, it was announced that the platform would stream exclusively the first week Friday night game of the 2025/6 NFL season, which will take place in Sao Paolo, Brazil, the first time an NFL game would be streamed live and free. There is no reason why, at some point, soccer does not follow the same path.

As usual, this is not investment advice. 

Formula 1 and Disney to begin collaboration in 2026

Formula 1 and Disney have announced an exciting new collaboration that will begin in 2026.

Disney’s Mickey Mouse is one of the most beloved and recognizable characters of all time, so
fans can look forward to seeing Mickey & Friends in the high-speed world of Formula 1 through
experiences, content, and merchandise around the globe.

The new relationship is turbocharged by the two brands’ shared affinity for creativity,
entertainment, and innovation, to bring fans together around the globe through unforgettable
and one-of-a-kind experiences. More information will be shared on the activity in the coming
months.

Emily Prazer, Chief Commercial Officer, Formula 1, said: “Our collaboration with Disney is set to be a brilliant one, as we introduce the world of Mickey & Friends to our fans, and vice versa. It fits perfectly with our strategy to step outside the world of sport, and into a broader consumer market, and in return we’re introducing Disney to our 820 million fans worldwide. It’s a fantastic match as both brands are known for pushing boundaries and bringing entertainment and excitement to millions, so I can’t wait to see what our teams come up with for the circuit and beyond.”

Tasia Filippatos, Disney Consumer Products President, said: “As we celebrate nearly a century of Mickey Mouse & Friends, our collaboration with Formula 1 offers a unique opportunity to bring two powerhouse entertainment properties together to create products that fans will love. This exciting collaboration will unfold across a global stage, with unforgettable content and experiences tailored for Disney and F1 fans alike.”

In recent years Formula 1 has seen a huge surge in growth with younger fans and data shows
that more than four million children aged 8-12 now actively follow the sport across the EU and
US, while 54% of followers on TikTok and 40% on Instagram are now under 25 years old.

Data, Disruption & the Rise of Women’s Sports: Deloitte’s Zoe Burton on the Future of the Sports Business

As Director in the Deloitte Sports Business Group, Zoe Burton sits at the intersection of finance, innovation, and fan experience in an industry undergoing rapid transformation. In this exclusive conversation with iSportConnect’s Taruka Srivastav, she talks about the seismic commercial shifts redefining the global sports economy—from the surging value of women’s sports and the convergence of technology and entertainment, to the evolving role of data in M&A and private equity investments.

With women’s sport growing rapidly, what commercial trends or data points are most exciting from your perspective?

The rapid growth of commercial revenue in women’s sports is incredibly exciting. Increased viewership and fan engagement are translating into tangible commercial opportunities, making women’s sports an increasingly attractive investment. Deloitte research reveals that women’s sports fans are significantly more receptive to sponsorships than male counterparts: they are twice as likely to purchase products endorsed by female athletes, 54% more aware of sponsors, and 45% more likely to consider or purchase from sponsoring brands. This deep fan engagement, even with potentially smaller audiences, represents a powerful and unique value proposition for commercial partners.

How do you see the convergence of entertainment, technology, and sport reshaping revenue streams for leagues and clubs?

We’re seeing a shift from traditional revenue models to new opportunities driven by immersive fan experiences – this includes both physical and digital innovations. For example, leagues and clubs are enhancing the match-day experience with premium hospitality offerings, improved food and beverage options, and other money-can’t-buy experiences designed to increase dwell time and spending. Simultaneously, they are exploring cutting-edge technologies like the metaverse, esports integrations, and virtual reality to create engaging and interactive fan experiences beyond the physical venue. This focus on experience and community is crucial for capturing the next generation of fans, who prioritise these elements over traditional consumption models.


Deloitte has a global lens—what are some standout innovation hubs or models in sport that others should be watching right now?

In the United States, rightsholder venture funds like MLS Ventures, NBA Equity, and 32 Ventures are driving innovation by investing in and incubating new technologies and fan engagement platforms. Meanwhile, dedicated innovation hubs focused on women’s sports, such as the Kynisca Innovation Hub and Loughborough University’s research initiatives, are developing solutions tailored to the unique needs and growth opportunities within this expanding market. Globally, “disruptor leagues” like Baller League, King’s League, and Unrivalled Basketball are challenging traditional models. These digitally native, athlete-driven leagues are closely aligned with next-gen trends, offering innovative formats, fan engagement strategies, and content distribution models that are creating disruption and competition in the ever-evolving sports landscape.

What role does data analytics play in sports valuation and M&A, especially as private equity investment in sport rises?

Data analytics plays a crucial role in sports valuation and M&A, particularly with the rise of private equity investment. Sophisticated data analysis can provide insights into fan demographics, consumer behaviour, and revenue potential, enabling more accurate valuations and informed investment decisions. Investors will also look to understand how much a sport asset has invested in their data capabilities, both on and off the pitch, as a data-driven approach becomes integral to maximising returns.


How can clubs and federations better future-proof their fan engagement strategies in an increasingly fragmented digital space?

For clubs, this means prioritising direct relationships with fans through owned and operated platforms which in turn enables data capture and personalisation, driving long-term engagement. Crucially, a well-defined value exchange is essential to encourage fans to share data and actively engage with these platforms – this shouldn’t be an afterthought, but a core component of the strategy. Furthermore, clubs must adopt a layered approach, engaging fans on their preferred native platforms while simultaneously providing compelling reasons to return to the club’s owned channels.

Federations, on the other hand, must first clearly define the role of digital within their ecosystem and define what fan engagement means to them. Some federations use digital as a primary fan engagement tool, whereas others use it to enable member organisations to grow their own fanbases. Establishing this shared understanding from the outset fosters collaboration among stakeholders. Critically, federations must recognise the diverse needs within their ecosystem and avoid a one-size-fits-all approach, tailoring digital strategies to the specific requirements of different member organisations.

You’ve worked with diverse rights holders—what differentiates the most resilient ones from the rest?

The most resilient rights holders are those who embrace change, adapt to evolving fan behaviours, and diversify their revenue streams. This often includes investing in strong digital and data foundations as well as the right skills and capabilities in the organisation, ultimately enabling innovation and agility that drives long-term success as well as the one-off novel initiatives that deliver immediate views.


Looking ahead, what’s one major sports industry trend you think is currently underrated or under-discussed?

Driven by a need for efficiency and increased profitability, owners are increasingly exploring opportunities to consolidate back-office functions, unify data and reporting, and leverage economies of scale across their portfolio of assets. This trend is evolving, with some rightsholders collaborating and strategically combining commercial rights across their properties to create more attractive and lucrative packages for sponsors and broadcasters. This trend has the potential to reshape the industry’s dynamics.