Seventy7 Sports and EX Sports have announced a landmark partnership aimed at shaping the future of Sports Entertainment (Sportainment) through a new wave of innovation that fuses live sports, gaming, fan engagement, and digital ecosystems.
This collaboration brings together Seventy7 Sports’ strategic and commercial expertise in the global sports industry with EX Sports’ pioneering work in blockchain-powered fan engagement, gaming, and digital tokenization. Together, they will accelerate the development of SportzLab — a global platform designed to incubate and scale next-generation sportainment venues.
At the heart of this alliance is UrbanBaller, a groundbreaking Play-to-Compete gaming ecosystem built by EX Interactive Gaming. UrbanBaller is a sustainable evolution of the Play-to-Earn model, powered by real-world gameplay verification and the EXS token. It enables players to record real 1v1 street football matches, earn tokens, and rise through global rankings — merging skill, authenticity, and entertainment into a single, verifiable ecosystem.
The 2026 relaunch of UrbanBaller, led by world freestyle champion Sean Garnier, will integrate AI referee technology, a scalable token economy, and a global competition series. The project is positioned to onboard over 1.5 million verified users, deliver $11M in annual revenue, and create an entertainment-driven sports economy that rewards both athletes and fans.
Strategic Vision: The Rise of Sportainment and Play to Compete
Through UrbanBaller, Seventy7 Sports and EX Sports will develop and deploy integrated solutions across four verticals:
- Gaming & eSports – expanding the Play-to-Compete model globally.
- Fan Engagement & Tokenization – building digital economies around authentic sporting moments.
- Events & Broadcasting – creating hybrid live-streaming, reality, and interactive sportainment formats.
- Data, AI & Innovation – leveraging technology to enhance the sports experience for fans, athletes, and rights holders.
Ketan Makwana, Executive Chairman of Seventy7 Sports, commented: “The line between sports and entertainment is gone… today’s audiences demand immersive, interactive, and authentic experiences. Partnering with EX Sports allows us to pioneer this convergence globally. Through SportzLab, we’re not just building products; we’re architecting the future of sportainment.”
Toli Makris, CEO of EX Sports, added: “EX Sports was built on the belief that fans and athletes deserve more meaningful ways to connect and compete. UrbanBaller proved that verified real-world competition can engage millions. With Seventy7 Sports, we can now take that model worldwide — merging gaming, live events, and digital ownership into a truly scalable sportainment ecosystem.”
About Seventy7 Sports
Seventy7 Sports is a global sports advisory and operations firm specialising in strategic development, commercial growth, and human capital solutions for elite sports organisations. With a focus on innovation and execution, Seventy7 Sports works with federations, clubs, and investors to build the next generation of sports ecosystems.
Visit: www.seventy7sports.com
About EX Sports
EX Sports is an Abu Dhabi-based interactive sports platform that integrates gaming, streaming, crowdfunding, and digital assets through its proprietary EXS token. The company’s ecosystem empowers athletes, fans, and brands through real-world verified engagement and sustainable Web3 innovation.
Visit: www.ex-sports.io
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