Following the Los Angeles Lakers’ victory over the Chicago Bulls, superstar Luka Doncic announced the launch of his new digital fan community, 77X. The announcement was made through a two-minute video posted on X (formerly Twitter), where Doncic outlined his vision for an interactive platform that enhances the relationship between him and his fans.
77X aims to deliver original entertainment, collectibles, merchandise, and unique experiences tailored specifically for fans. The platform features a free membership option called Fan Pass, which offers users access to exclusive content and the opportunity to influence future projects. This initiative marks a significant step in athlete-driven branding, as Doncic becomes the first athlete to unify his content and products within a single, direct-to-fan universe.
In his announcement, Doncic highlighted the importance of fan engagement. “My fans mean everything to me,” he stated. “They’ve supported me at every step. With 77X and Fan Pass, I want to bring them in closer and give them a chance to create and build this with me. Not just watch it happen, but to be a part of it.”
Lara Beth Seager, Chief Business and Brand Officer for Doncic and CEO of the Luka Doncic Foundation, elaborated on the significance of the initiative. “77X is Luka taking ownership of his brand and building directly with his fans,” she noted. “It’s an ecosystem built around his career, passions, and creativity, with Fan Pass giving the community early access, exclusive content, and a voice in everything he does. We believe this is how the next generation of athlete brands will be built.”
Doncic’s announcement comes as he continues to excel in the NBA. Currently, he averages 33.8 points, 8.8 assists, 7.8 rebounds, and 1.5 steals per game, boasting impressive shooting percentages of 47.1 percent from the field and 34.3 percent from three-point range. His outstanding performance has earned him another NBA All-Star selection, further cementing his status as one of the league’s elite players.
As Doncic embarks on this new venture, it is clear that 77X represents not just a business initiative but a commitment to fostering a closer relationship with his fans. Through innovative platforms like Fan Pass, he aims to redefine the interaction between athletes and their supporters, paving the way for a more engaged and participatory fan experience in the sports industry.
