Euroleague Basketball Secures Long-Term Strategic Partnership in China

Euroleague Basketball and HBN (Beijing Hualu Baina Film & TV Inc.) have announced an agreement to form a brand new company in China that will manage the rights of Europe’s professional basketball league and further grow its commercial opportunities in Asia’s biggest market.

The agreement was reached in collaboration with11 Group, the company that had been managing Euroleague Basketball’s interests in China for the last five years, and reflects the growth of the Euroleague brand in China that was achieved in that time span.

Starting now and for an initial duration of five years, Euroleague Basketball will create an operational unit in China thanks to its deal with HBN. The agreement is set to have an overall duration of 15 years should certain commonly set objectives be met after every five-year period. The deal is worth more than €30 million for its aggregate duration.

The newly created Chinese company will focus on enhancing Euroleague Basketball’s presence in the country through exhibition games, professional activities and grassroots programmes, while will also focusing on strong investment to grow the Euroleague brand, to increase the exposure of its games on premium communication platforms, and to amplify commercial opportunities in the years to come.

Partner HBN will also contribute to expand the Euroleague’s reach across its wide media networks, which have a measured value of €2.93 billion.

“Euroleague Basketball is the top league of basketball in Europe,” Liu Dehong, the CEO of HBN, said.

“We are very excited about this agreement, which will bring Euroleague to China in the following years and will support the development of sports in our country.”

Jordi Bertomeu, CEO & president of Euroleague Basketball said: “Five years ago, Euroleague Basketball and its clubs decided to invest significant resources in China due to the interesting mix formed by the popularity of basketball in the country and the potential learning and commercial opportunities there.

“The agreement with HBN shows that this decision was right and that there is great potential in strengthening our ties with China.”

Watch our exclusive interview with Euroleague President and CEO Jordi Bertomeu:

{jcomments on}