archiveFan Engagement

The NBA has always thrived on speed, skill and entertainment, but behind those dazzling highlights and last-second shots, there’s a quieter game playing out. From AI analytics and wearable gear to sports betting platforms and fan-centric apps, technology is reshaping every corner of the league, often in ways fans barely...

Almost a year after his trade from the Dallas Mavericks, Luka Dončić is taking long strides outside of basketball. The Los Angeles Lakers superstar officially announced the launch of 77X, a new digital-first company designed to bring fans closer to everything he creates, from entertainment and merchandise to live experiences and...