World University Basketball Series


Fellaz, the partner of Rakuten Sports, successfully launched ‘Uptown Boy’ Music NFT campaign at the inaugural World University Basketball Series as an official sponsor of the event.


The inaugural World University Basketball Series (WUBS) concluded successfully with Ateneo Blue Eagles being crowned as the first-ever champion overcoming Japan home team Tokai University, National Chengchi University (NCCU) and Universitas Pelita Harapan (UPH) from Chinese Taipei and Indonesia respectively.

The WUBS took place at Yoyogi National Stadium Second Gymnasium in Tokyo from 9th to 11th August 2022. The event gave collegiate players and teams a platform to showcase their skills on an international stage. It brought university sports to new heights and brought the global basketball community closer together.

Sharing similar goals, the official partner of WUBS and the presenting partner of WUBS Dance Crew, Fellaz, a Singapore-based Web3 entertainment company has the ambition of defining and paving the way for a new paradigm of global entertainment through the integration of the metaverse and blockchain. Through this partnership, Fellaz successfully launched a series of digital campaigns encouraging fans from various universities to cheer for their team while launching the promotion of their first K-pop music ‘Uptown Boy’ co-produced by Felix (BAYC#8169) and Fantagio, a South Korean entertainment powerhouse. Sung by Miu, an original metaverse K-pop idol produced at Fellaz and yet to be fully unveiled, ‘Uptown Boy’ music NFT collection was well received and was sold out the same day it was dropped. Promotion of Miu’s ‘Uptown Boy’ will continue in the form of a dance challenge campaign involving a K-pop girl group yet to be revealed followed by the WUBS Dance Crew presented by Fellaz and produced by Felix the Producer

Rahul Kadavakolu, Vice President of Rakuten’s Global Sport Business, said: “Elements of Sports and Entertainment are converging together to offer fans a holistic experience. The partnership with Fellaz was able to highlight how the launch of Uptown Boy NFT and the halftime show were able to add real value to the overall WUBS fan experiences.”

Bobby Bhatia, CEO of Fellaz said: “I would like to congratulate Rakuten Sports for the successful inaugural launch of WUBS, and look forward to the further growth and global expansion of the series together with Rakuten Sports and its partners in the years to come. Also, this partnership marks the very beginning of Fellaz’s exciting Web3 journey into the sports industry.”

About Fellaz

Based in Singapore, Fellaz is a multichain Web3 entertainment ecosystem providing content production and distribution for the metaverse, an NFT solution for artists, and a decentralized fandom community infrastructure. Alongside its network of global partners, Fellaz is a one-stop solution and ecosystem designed to help businesses, creators, and fans transition into the Web3 entertainment space by taking the best from the metaverse, decentralization, and NFT blockchain technology and integrating them with original content and Web3 diversification.

About Bobby Bhatia

Fellaz CEO, Bobby Bhatia, is a seasoned finance and technology professional, mentor, and entrepreneur with over 25 years of public and private investment experience. From fintech to educational technology to financial services and blockchain technology, Bhatia is a pioneer in digitally transforming and disrupting industries to create a more equitable world. After graduating from Duke and completing a Young Scholars program at Stanford, Bobby has worked in private equity throughout Asia since 1995. He also was the principal head investor at American International Group and a principal and founding Member at JP Morgan Partners Asia. Moreover, Bobby is a board member at Palma Capital in Dubai, Bharat Light & Power in India, Livesports in Singapore, and Sentinel Capital in Singapore.