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Euroleague agrees double deal with Turkish partners

Euroleague Basketball, which operates continental club competitions in Europe, has entered into a new partnership with Turkish dairy products manufacturer SEK and has extended its deal with banking group Odeabank.

The three-year deal with SEK names it as a regional partner of the body, and as a partner of the Final Four stage of the EuroLeague competition.

This year’s Final Four will take place in the Turkish city of Istanbul from May 19-21, and SEK will benefit from extensive brand exposure during the event.

Jordi Bertomeu, president and chief executive of Euroleague Basketball, said: “The desire of SEK to be part of our competitions is gratifying because it represents another leading company that sees its own values of helping children and nourishing with goodness reflected in what happens on our basketball courts.

“Those same shared values are the reason why fans are following the EuroLeague and EuroCup in much greater numbers than ever. This season's Final Four will be followed, as those before it, by hundreds of millions of fans across more than 200 territories on every continent. Turkey has been an epicenter of the EuroLeague's growth over the years, and with four teams competing well again this season, now more than ever.”

Odeabank will maintain its regional partnership with Euroleague Basketball during the entirety of the 2017-18 EuroLeague and EuroCup seasons, culminating in its role as a global partner for the 2018 Final Four in Belgrade, Serbia.

Odeabank became a Euroleague Basketball partner last summer after the Istanbul club it also title sponsors, Galatasaray, made history as the first Turkish champion of the EuroCup and won a place in the EuroLeague this season. As such, Odeabank has positioned itself as the ‘Bank of Basketball’ in the region.

Turkish Airlines serves as the title sponsor of the EuroLeague. In March, healthcare group Acibadem became the latest Turkish company to back the competition when agreeing a deal to sponsor the 2017 and 2018 editions of the Final Four.