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Euroleague agrees brace of sponsorship deals

Euroleague Basketball, which organises continental club competitions in Europe, has agreed sponsorship deals with Spanish electric utility company Endesa and towel manufacturer Turkish Towels.

Endesa has agreed a three-year deal to become a regional sponsor of the body’s EuroLeague and EuroCup competitions until 2020.

Endesa will benefit from brand exposure at the competitions’ Spanish venues, and through broadcast and digital platforms. The company will also seek to enhance the fan experience by creating unique content and sponsoring events throughout the season.

Roser Queralto, chief business development executive of Euroleague Basketball, said: “The trust that major brands like Endesa are placing in Euroleague Basketball to reach a worldwide audience is constantly growing. They see that our leagues perfectly connect to the fans with a quality message that speaks their language. The new formats launched this season in both leagues offer brands an even greater opportunity to make those connections in the most efficient way.”

Turkish Towels’ partnership will begin with this year’s EuroLeague Final Four event, which gets underway in Istanbul tomorrow (Friday). The partnership will also cover the 2017-18 season.

Turkish Towels’ products will be made available on team benches and in the locker rooms during Final Four games as part of the agreement. The partnership extends to Euroleague’s Next Generation junior tournament.

Süleyman Kocasert, deputy chairman of the Turkish Exporters' Assembly and president of Denizli Exporters' Association, said: “Turkish Towels will be introduced to basketball lovers and the entire world through such a big sports event for the first time. We're very confident that this will make a great contribution to the brand recognition of the Turkish Towels all around the world.”