The Arena Football League (AFL) has selected HUMBL as its official technology platform until 2028.
HUMBL and AFL will work to develop a website, digital wallet, ticketing integrations and more as part of the deal.
The partnership will also result in the creation of a digital platform ‘Powered by HUMBL’ that will integrate multiple technology and ticketing partners, while also enhancing the digital fan experience using new technologies such as the HUMBL Wallet.
Lee Hutton, commissioner of the AFL, said: “The goal of the AFL is to not take a back seat to anyone when it comes to delivering the most world-class digital experience for our fans.
“Without hesitation, we felt that HUMBL had the most customisable digital platform for what we want to deliver our fans across multiple touch points and partner integrations.”
HUMBL and the AFL will also work together to market the league and Arena Football to fans across the US and globally, through multiple digital channels such as the AFL website, digital wallets and ticketing, verified merchandise and social media, and unique fan experiences.
As part of the deal, HUMBL will receive a percentage of revenues on all ticket sales throughout the partnership.
Brian Foote, chief executive of HUMBL, added: “The landscape of multiple technology partners, teams, arenas and vendors is complex for any league. The ‘Powered by HUMBL’ solution will better synchronise the digital AFL fan experience across these multiple touch points and providers in a way that is different from any other league.”