Euroleague Basketball Signs Three Major Sponsors

May 5, 2011

The Euroleague, Europe’s premier basketball competition, has received three major sponsorship boosts in the run-up to the tournament’s Final Four stage.

Jacques Lemans, an Austrian watchmaker already associated as Euroleague’s official timekeeper, has been named as the official watch of the 2011 Final Four for the second consecutive year.

Under the terms of the agreement Jacques Lemans will produce a limited edition Final Four watch with owner and chief executive of Jacques Lemans, Alfred Riedl stating: “We are proud to be a partner of Euroleague Basketball’s Final Four again this year, as it was a great success last year. As official timekeeper, Jacques Lemans was presented in a perfect way during the Final Four last year, gaining lots of brand awareness. It means a lot to us to be part of the European basketball community and be part of the Final Four in Barcelona.”

Jordi Bertomeu, president and chief executive of Euroleague Basketball added: “Once again, Euroleague Basketball has the honour to be joined at our biggest event by a partner of the stature of Jacques Lemans, whose cooperation with us last year has led to a great relationship for both brands. We look forward to a continued collaboration.”

Sports drink Gatorade has become the official beverage of the Final Four, renewing their ties with the tournament having been a sponsor in 2007. A range of Gatorade drinks will be available to athletes during the weekend event, with fan promotions also set to take place.

Bertomeu added: “The fact that Gatorade has joined us for a second Turkish Airlines Euroleague Final Four weekend means that our partnership agreements and the relationships we build are strong and consistent. We are happy to welcome Gatorade back into the fold of the Euroleague family.”

Global electronics giant Sony is the final sponsor to have agreeed a deal, becoming the official provider of technical equipment, including computers and televisions, for the Final Four tournament.

In return, Sony will be allowed to promote its products at the event, and will be using the weekend, and some of the tournament’s stars, to promote their new Bloggie 3D camera, with Sony Iberia’s marketing director, Jordi Vila saying: “We take part in a competition in which elements like awesomeness and entertainment, core characteristics of Sony’s DNA, merge with great universal values such as effort, competitiveness, fair play and perseverance.”