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Basketball Bundesliga banks new title sponsor

The German Basketball Bundesliga (BBL) has agreed a partnership with TeamBank, under which the financial services company’s easyCredit brand will take on naming rights to the top-tier club competition.

Under the five-year agreement, the BBL will officially be titled the easyCredit Basketball Bundesliga until the end of the 2020-21 season. The deal, brokered by the Infront Sports & Media agency, also includes the option of a three-year extension.

EasyCredit will receive extensive in-arena, online and television brand exposure through the partnership, while a co-branded logo will feature on players' jerseys, on playing surfaces and on match balls.

“The collaboration with easyCredit is more than a classic sponsorship, it is designed as a strategic partnership,” BBL managing director Stefan Holz said. “This marks a milestone in the history of the league, and shows that we have a very attractive product with high potential.”

EasyCredit replaces home appliances manufacturer Beko as the competition’s naming rights partner.

The 2016-17 BBL season begins on September 14.