Shengelia invests in Ball Inn: beyond professional basketball

Tornike Shengelia has decided to transcend his career as a professional basketball player. The forward, currently in Dubai, has joined Ball inn, a Barcelona-based company specializing in street basketball events, not merely as an ambassador but as a strategic investor with direct participation in sports decisions. His commitment stems from a personal conviction: there is a clear gap between established professional basketball in Europe and the real opportunities for those who wish to compete without being tied to a formal club.

A project born from a real need

Ball inn started organizing street basketball events that blend competition with music, art, and elements of urban sports culture. The company has ambitious plans: to develop a digital platform to connect players, organizers, and available spaces, as well as to create comprehensive sports complexes with courts, training facilities, and socialization areas.

Michiel "Mike" Puelinckx, founder and CEO, explains the project's origin clearly: "The fundamental reason we created Ball inn was to generate better opportunities for amateur basketball players to compete and connect with each other. If you don’t want to commit to playing for a club, it can surprisingly be difficult to find quality games, consistent competition, and people to play with." The reality is that many enthusiasts lose interest not because they stop loving the sport, but because it becomes too complicated to play regularly outside formal structures.

Shengelia's vision: active participation, not just promotion

What distinguishes Shengelia's involvement is his explicit rejection of being just a publicity face. "I didn’t want to be simply an ambassador promoting something; I wanted to participate in the decision-making regarding basketball," says the player. "Thanks to my experience, my knowledge, and my network in this sport, I believe my contributions can help Ball inn grow as much and as quickly as possible.”

The forward accurately diagnoses the European problem: while the continent is home to some of the best coaches, players, and clubs in the world—ensuring solidity in the professional sphere—there is a significant lack in cultural dimensions. "In cities like Barcelona, I would love to see more places where people can play, compete, connect, and feel part of a community." This observation reflects his understanding that basketball transcends competition: it is a space for meeting, identity, and belonging.

Family roots on the court

Shengelia's involvement in Ball inn is no coincidence. His connection to basketball began in his family environment and was forged on outdoor courts. "Basketball is in my DNA. My parents both played and met while playing basketball. Since I can remember, I’ve had an orange ball in my hands: at home, on the street, and even taking it to school."

His first inspirations came from unexpected sources. Without access to a computer or the internet at home, Shengelia seized every opportunity to visit internet cafés and watch videos of AND1, the legendary street basketball company. "I memorized the moves and then practiced them when I played, both on the street and on indoor courts." These experiences instilled lessons that go beyond individual technique: "Street basketball teaches you to be resilient and tough, but also creative and free. No one stops the game to explain anything to you; you have to learn on your own."

From dreamers to action-takers: Shengelia's message

With this background, Shengelia addresses young players with a pragmatic message: "You have to move from being dreamers to being action-takers. Having a dream is great, but you need to make a plan and work on it." However, he acknowledges that the path is not linear or motivating at all times.

Discipline emerges as the fundamental pillar of his sports philosophy. "It is often said that you have to love the sport, be motivated, and feel inspired; but those are just feelings, and feelings come and go. At first, you have to fall in love with the game, but there will be times when you feel frustrated and motivation is nowhere to be found. That’s why I always emphasize discipline." This approach reflects the maturity of someone who has transitioned from street courts to professional elite.

Beyond the court: generational responsibility

Shengelia's involvement in initiatives like Ball inn complements his role as president of the EuroLeague Players Association. Both responsibilities reflect a common conviction: to invest in opportunities for future generations. "Most of the benefits won’t be for us, but for the next generations. But we keep going with all our energy, trying to build something special and important for them, and I am very proud of that."

Puelinckx particularly values this willingness to actively participate. "Toko didn’t want to be just a name on a poster, and that’s precisely why he is the ideal partner for us. He brings experience, his network, and a player’s perspective to the decisions we make in the sports context." This collaboration exemplifies how established professionals can contribute to the development of the sports ecosystem beyond their individual performance in competitions.

Shengelia's commitment to Ball inn represents a different model: that of an athlete who understands that his influence and knowledge can transform accessibility and the basketball experience for thousands of fans. In a context where professional European basketball is thriving, initiatives like this bridge the gap between the elite and the grassroots, ensuring that the sport remains vibrant, inclusive, and meaningful for those who practice it without necessarily aspiring to the spotlight of professionalism.

This is an automatic translation. You can read the original news, Shengelia invierte en Ball inn: más allá del baloncesto profesional