TURKISH HOME APPLIANCES brand Beko has signed as the Presenting Sponsor of the 2013 EuroBasket in Slovenia, as well as the first FIBA Basketball World Cup in Spain in 2014.
The deals mirror the brand’s activity in the last commercial rights cycle of major FIBA continental and world events when Beko acted as Presenting Sponsor of the 2013 EuroBasket in Slovenia and the 2010 FIBA Basketball World Championships in Turkey.
The FIBA Basketball World Cup is the new name for the quadrennial FIBA World Championship.
“"Basketball is a truly global sport with great values,” said Levent Çakiroglu, president of the Durable Goods Group of Koç Holding A.S, which owns the Beko brand.
“National team basketball is the pinnacle of the sport and gives a lot of additional interest and emotion in the [competing] countries”.
Çakiroglu added: “The energetic nature of basketball coincides with the ‘dynamic and young’ character and brand identity of Beko.”
Previously, Beko held the “Main Sponsorship” rights to the EuroBasket 2009 in Poland. It is also the main sponsor of the top domestic leagues in Germany, Russia, Lithuania, Italy and Turkey.
Beko is the third largest brand in Europe in the white goods sector and its products are currently sold in over 100 countries.