Turkish Airlines Extend Euroleague Title Sponsorship

Euroleague Basketball and Turkish Airlines have extended their partnership and title sponsorship agreement for a further seven seasons through to 2020.

The deal means Turkish Airlines will hold the title sponsorship to Europe’s premier basketball competition for a decade, having signed the original deal in 2010.

An official press release described the deal as “one of the biggest sponsorship deals in basketball history.”

The success of the partnership included award-winning social media promotions and mass-market documentary film productions.

Jordi Bertomeu, the President and CEO of Euroleague Basketball, said in Istanbul: “First, let me thank Turkish Airlines for proving itself to be the exact type of forward-thinking, fully-engaged partner needed to help our sport improve off the court as much as our basketball professionals have done on the court this century.

Bigger and better

“Our new agreement will assure that not only the relationship between Euroleague Basketball and Turkish Airlines will continue to get bigger and better, but that together we can provide our hard-working clubs and devoted fans with the elite competition they deserve.”

A centerpiece of their fast-growing relationship was added in 2012 as Turkish Airlines became Founding Partner of Euroleague Basketball’s corporate social responsibility programme, One Team, which has subsequently won praise across the sporting and charity industries for using sports to empower disadvantaged communities in cities from London to Beijing and everywhere in between.

Turkish Airlines’ Board Chairman Hamdi Topçu added: “Strengthening the corporate cooperation initiated in 2010 with Euroleague Basketball, Europe’s top-level basketball event and one of the most popular basketball organizations in the world, is a strategic step in enhancing the prestige and brand awareness of Turkish Airlines on a global scale.

“Building the brand appeal of Turkish Airlines across the world is one of the desired results as Turkish Airlines moves towards the goal of excellence in the international aviation industry. There is great value in this kind sponsorship as Turkish Airlines increases its brand awareness among the target audience.

“This and similar partnerships offer the opportunity to develop a different kind of communication with a global audience, keeping alive the brand excellence with consumers not only in Turkey, but across the world.”

“I couldn’t be happier to have Turkish Airlines as a true member of the European basketball family, which makes the future of our sport here more promising than ever,” Bertomeu concluded.

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