DALLAS 24 September, 2026 – SIDEARM Sports, the leading digital solutions provider in college
athletics, announced today an innovative new partnership with LiveLike, an industry leader in
audience engagement technology platforms.
The collaboration is designed to create enhanced fan engagement by integrating LiveLike’s
gamification-based platform directly into the mobile apps of SIDEARM school partners. This next
generation fan engagement initiative, titled Daily Play, made its official debut on the Michigan
Athletics App, Texas Longhorns App and Red Raiders Mobile App in August.
“Partnering with LiveLike is the next step in creating a more connected experience between our
school partners and their fans through our enhanced mobile apps,” said George Scott, President
of SIDEARM Sports. “LiveLike's gamification, which helps build a daily ritual for fans, is the first
step in what will create a complete fan engagement ecosystem featuring loyalty, rewards and
badging.”
Daily Play’s initial roll-out will feature a set of highly-engaging games including trivia, predictors,
sweepstakes and brackets. Each game will also integrate real-time engagement widgets,
leaderboards and lightweight gamification, and cross-platform compatibility. For fans of
Michigan, Texas, Texas Tech and future adopters of LiveLike gamification, Daily Play also delivers
a loyalty program that offers fans tiered rewards and benefits.
For athletic departments, Daily Play provides invaluable data to enhance membership strategy
and audience segmentation to continually elevate the fan experience, as well as sponsor-ready
formats for new ad placement inventory built around gamification to offer greater fan
engagement than traditional brand placements.
“Texas Tech Athletics is proud to work alongside SIDEARM as we add opportunities to enhance
the fan experience and create new value across our digital platforms,” said Robert Giovannetti,
Senior Associate Athletics Director at Texas Tech. “The LiveLike integration has given us another
way to engage fans through our mobile app and is providing a new sponsorship opportunity as
well. We’re excited to be among the first programs helping shape what this experience can
become.”
On top of the Daily Play gamification platform, LiveLike is also bringing a loyalty program
integration to the table for fans, beginning with a student loyalty program offering at Florida
State. The LiveLike loyalty program integration will reward students for their loyalty through
points, tiered benefits and exclusive access, while giving athletic departments a scalable
membership framework that treats students, alumni and donors as distinct audiences and
opens a new revenue channel to support NIL and other priorities.
“Collegiate athletics represents one of the most passionate and underserved fan bases in
sports,” said Miheer Walavalkar, CEO and Co-founder at LiveLike. “Our partnership with
SIDEARM Sports gives us the opportunity to bring real interactivity - mini- games, loyalty,
membership - to over 700 schools across the U.S. We’re already going live with our first
programs, and this is just the beginning of what we think will be a significant expansion of how
college sports fans engage with the teams they love.”
LiveLike’s foray into college athletics through the new collaboration with SIDEARM adds to its
significant footprint in the sports industry, as its platforms are currently activating with various
professional teams and leagues worldwide.
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