Shengelia looks beyond the court: “I didn’t want to be just an ambassador”

By Eurohoops team / info@eurohoops.net

Tornike Shengelia is looking to contribute to basketball beyond his professional career. The Dubai forward, who previously played for Barcelona, has joined Barcelona-based company Ball inn as a strategic investor and brand ambassador, with an active role in decisions concerning basketball.

The company began by organizing streetball events combining competition with music, art and other elements of basketball culture. Its next plans include testing a digital platform to connect players, organizers and courts, as well as developing a venue with basketball courts, training facilities and social spaces.

For Shengelia, the project addresses a gap between Europe’s established professional game and the opportunities available to people who want to play without joining a club. His involvement also reflects a connection to the sport that began at home and developed on outdoor courts.

“I didn’t want to be just an ambassador who promotes something. I wanted to be involved in the decision making on the basketball side,” Shengelia said. “With my experience, knowledge and network in this sport, I believe my opinions can help Ball inn grow as far and as fast as possible.”

He believes the strength of European professional basketball is not always matched by the opportunities to participate outside it.

“Europe has some of the best coaches, players and clubs in the world, so on the professional side it’s hard to say anything is missing. But there is still a gap on the cultural side. In cities like Barcelona, I would love to see more places where people can play, compete, connect and feel part of the community.”

Founder and CEO Michiel “Mike” Puelinckx says making regular basketball more accessible was the starting point.

“The whole reason we started Ball inn was to create better opportunities for amateur basketball players to compete and connect. If you don’t want to commit to playing in a club, it can be surprisingly difficult to find quality games, consistent competition and people to play with. Players don’t lose interest in basketball. In many cases, it simply becomes too difficult to play regularly. We want to change that.”

For Shengelia, the social side of the game is closely tied to his own childhood.

“Basketball is in my DNA. My parents both played, and they met playing basketball. Ever since I can remember, I’ve had an orange ball in my hands: at home, in the street, even taking it to school.”

He also recalled seeking inspiration in AND1 mixtapes before trying the moves himself.

“I didn’t have a computer or internet at home, so whenever I had a little money, I’d go to an internet cafe and watch the AND1 mixtapes. I’d memorize the moves and try them when I played, outdoors and indoors.”

Those experiences taught him lessons that extended beyond individual skills.

“Street basketball teaches you to be resilient and tough, but also creative and free. Nobody stops the game to explain something to you. You have to learn it yourself.”

His advice to young players, however, centers on turning that enthusiasm into consistent work.

“You have to go from being dreamers to doers. Having a dream is great, but you need to make a plan and work on it.”

For Shengelia, following that plan requires discipline, especially when the initial enthusiasm fades.

“People say you have to love the sport and be motivated and inspired, but those are feelings, and feelings come and go. You have to fall in love with the game at the start, but there will be moments when you’re frustrated and the motivation isn’t there. I’m always very strong on discipline.”

Creating opportunities for others is also part of his work as president of the EuroLeague Players Association. Shengelia sees that effort as an investment in players who will follow his generation.

“Most of the benefits won’t be for us. They will be for the next generations. But we’re full steam ahead, trying to build something special and important for them, and I’m very proud of that.”

Puelinckx says that willingness to participate, rather than simply endorse the project, shaped their partnership.

“Toko didn’t want to be just a name on a poster, and that is exactly why he is the right partner for us. He brings the experience, the network and a player’s perspective to the decisions we make on the basketball side.”