EuroLeague Unveils Bold New Identity as It Enters a Transformative Era of Global Growth

Euroleague Basketball has announced the beginning of a bold new era, unveiling a new, clean identity for its premier competition: the EuroLeague. This strategic evolution marks the end of the longstanding naming rights partnership with Turkish Airlines, which began in 2010, as the League accelerates toward a future of enhanced visibility, innovation, and global engagement.

After 25 years of continuous development, the EuroLeague now enters a transformative phase of accelerated growth. This next chapter will be defined by an expanded roster of elite clubs, deeper engagement in emerging markets, and the launch of innovative partnerships designed to elevate the sport’s profile on a global scale.

Euroleague Basketball extends its deepest gratitude to Turkish Airlines for 15 years of unwavering support. The collaboration has been one of the most successful and emblematic partnerships in global sports, setting a high standard for synergy between commercial sponsors and sports properties.

“Today marks a significant milestone in the evolution of our League. As we unify under the EuroLeague name, we are not just rebranding, we are redefining our ambitions. Our gratitude to Turkish Airlines is immense; their support helped shape the modern EuroLeague. Now, with a new strategic vision and an exciting roadmap ahead, we are poised to grow our global footprint, deepen fan engagement, and deliver unmatched value to our clubs, partners, and supporters.” stated Paulius Motiejunas, Euroleague Basketball CEO.

This rebranding initiative and forward-focused strategy reflects Euroleague Basketball’s commitment to innovation, excellence, and growth. The new EuroLeague era begins now—with bigger aspirations and a clear vision to continue to shape the future of European basketball.