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Euroleague adds Powerade, Samsung to commercial portfolio

Euroleague Basketball, which organises continental club competitions in Europe, has secured partnerships with Coca-Cola Company-owned isotonic drinks brand Powerade and Korean electronics giant Samsung.

Powerade has agreed a deal to become an official partner of the Euroleague Final Four end-of-season showpiece event.

The company will benefit from a branding presence on various surfaces inside the Sinan Erdem Dome in Istanbul, Turkey, where the Final Four will take place from today (Friday) to May 21.

Powerade will also provide its products for media staff and VIP guests, as well as carry out a series of activities at the Fan Zone in the Marmara Forum.

Meanwhile, Samsung will also serve as an official partner of the Euroleague Final Four and use the event to promote its new Galaxy S8 smartphone.

Samsung will run stands in public areas to allow supporters to test and purchase the Galaxy S8. The company will also set up virtual-reality booths to enable fans to experience the additional capabilities of the new phone.

In addition, Samsung branding will appear inside the Sinan Erdem Dome during the Final Four, with this arrangement to carry on into the 2017-18 season.

The two deals come after Euroleague this week also announced agreements with Spanish electric utility company Endesa, towel manufacturer Turkish Towels and Turkish dairy products manufacturer SEK. The organisation also extended a deal with banking group Odeabank.