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Today, we announced a regional commercial agreement with the NBA to develop an immersive and interactive traveling experience based on the NBA in Latin America.
With this agreement, we are launching Sports Entertainment as a new vertical within our large-scale immersive and interactive experiences business, adding it to Family Entertainment, the vertical with which we began.
Our business is one: creating, producing, operating, and scaling large-scale physical experiences based on global brands and intellectual properties. Over the past few years, we have done so alongside some of the world’s most recognized entertainment franchises, building capabilities in creativity, storytelling, design, technology, production, operations, and retail experience.
That does not change. What expands is the universe of properties and audiences we work with.
Sports Entertainment: a new vertical, the same businessSports generate passion, a sense of belonging, and community on a scale that few categories can achieve.
With Sports Entertainment, we apply the same capabilities that today bring our Family Entertainment experiences to life to a new type of property and fan. We are starting with the NBA, a leading global sports and media organization.
Our ambition is to explore new ways of connecting fans with the sports properties they love, creating experiences that go beyond watching a game and allow people to get closer, interact, and feel part of that universe.
This collaboration brings together our track record of transforming major entertainment universes into traveling experiences capable of moving across and scaling between markets, with the NBA’s global reach and its ability to build community around basketball.
Additional information about the experience will be announced in the coming months.
“Sports generate excitement, passion, and community on a scale that few industries can achieve, and today fans want to experience them in new ways,” said Tomás Carrasco, CEO of BeFun. “Launching Sports Entertainment is a natural evolution of what we have built over nearly a decade: we are continuing to do the same thing—large-scale immersive experiences—with a new audience. And doing so alongside the NBA makes this step even more meaningful.”