Game Pass linked account can't play the game, always crash

On startup with installed Blizzard Arcade Collection the game exits during logo video after a few seconds.
The error message in the log is:
[bnet_fatal] 12:35:59 FATAL bnet.cpp:612:Unable to login due to expired SSO token

It happens everytime, after reinstalling both the game and battle.net, logout-login, every time.