GGBET uses football and basketball deals to create Ukrainian fan programme

Ukrainian sports betting company GGBET is using its sports partnerships as the basis for a new loyalty programme. The Kyiv company has set up GG.FAN, a gamified loyalty programme. The platform has been made available to users of its Ukrainian domain name, and combines sports partnerships with personalised profiles and a club rewards scheme. User activity is personalised around their chosen team’s matches, with a club’s progress in its respective tournament shaping progress throughout the programme. Progress is categorised based on bronze, silver and gold fan rankings. Users accumulate coins, which act as internal currency and can be exchanged for rewards. These rewards include 2026/27 team game T-shirts, digital navigators of players from partner teams, tickets to home matches, and themed custom profile frames based around a given team. A GGBET statement pointed to consistent development of gamification of the company’s product, starting with the GG.Leagues system where bettors can choose a game avatar, customer profiles, and progress through five different leagues. Participating partners in the GG.FAN programme include FC Dynamo Kyiv, FC Polissya Zhytomyr, and the Basketball Federation of Ukraine, all of which have partnered with GGBET and participated in prior marketing and fan engagement initiatives. “The GGBET brand is systematically expanding its presence in traditional sports by shifting from individual partnerships toward long-term collaborations with clubs and federations,” GGBET’s statement continued. “Since 2024, GGBET UA has worked with FC Zorya Luhansk, FC Dynamo Kyiv, and FC Polissya Zhytomyr. In 2025, GGBET became the official betting partner of the Usyk-Dubois rematch at Wembley Stadium in London. “Then, in 2026, its scope expanded to include basketball, when GGBET UA became the title sponsor of the Basketball Federation of Ukraine and the Ukrainian 3×3 Basketball Championship”