EuroLeague Connects with Gen Z over TikTok LIVE Game Day Shows
Scoring high on social: How Europe’s leading basketball league turns pre and post match action into scroll-stopping live streams with LiveU
TikTok-first Fan Activation
EuroLeague is reaching the next generation of basketball fans where they spend most of their screen time: on TikTok. On marquee game days, the league delivers an “all access” live experience – close to the action, authentic, and interactive. Powered by LiveU, the EuroLeague’s content creators stay live and in control, streaming key moments before and after the final buzzer while the TikTok community engages in real-time over comments.
THE CHALLENGE – Staying live while on the move
For the 2025–26 season, EuroLeague set out to level up its social coverage with TikTok LIVE shows that capture the buzz in the host cities around its biggest Rivalry Series games.
Take El Clásico, FC Barcelona vs Real Madrid, for example. The plan was to produce a moving live show through Barcelona, hosted by SBB-UK basketball experts. Starting out in the city center and ending inside the arena, the stream needed to stay live at every step of the way.
After facing connectivity issues when streaming with a smartphone the season before, the EuroLeague looked for a more reliable setup that still felt flexible and creator friendly.
“LiveU technology gives us the flexibility to go live from any EuroLeague city without having to travel with heavy equipment or set up a temporary production facility on-site. Our content creators can venture out in the cities where the Rivalry Series games take place and stream rough, authentic content, adding the street credibility and providing the behind the scenes access that our fans want to experience on a live basis.”
Julien Segui, EuroLeague Basketball Head of Content
THE SOLUTION – Pro reliability meets creator energy
- On the ground: as the camera operator followed the hosts through the city, the LU800 portable video encoder delivered the live shots to a cloud server
- In the cloud: accessible from any web-browser, the LiveU Studio allowed a remote editor to enrich the live stream with graphics and branded overlays
- On social: while the stream went live on TikTok, standout moments were clipped and published across other scoial channels using the LiveU Studio
THE RESULTS – Real-time engagement that shows up in the numbers
From live conversation with basketball enthusiasts in the streets to interviews with players in the arena – the Barcelona El Clásico stream sparked strong real-time engagement and tangible channel growth.
Fans actively interacted via live chat, asking questions that were answered by the show hosts and their guests on camera, enabling genuine, two-way fan relationships.
How it Works
EuroLeague uses a connected workflow from capture through cloud production to publishing, making it easy to go live from wherever the action happens.
