Uber & Panathinaikos B.C. 2026

Transforming a basketball court into a live interactive racetrack brought Uber car racing to an arena in Athens for the first time on EMEA courts. We delivered the Uber City Race activation during halftime for Panathinaikos BC, where the fans scanned a QR code to race virtual Uber cars across the jumbotron and ASB GLASS FLOOR LED court through seven historic EuroLeague checkpoints for a chance to win signed jerseys. This collaboration proves that immersive activations living within the game create genuine emotion and generate value far beyond the arena walls, setting a new standard for sports partnerships.