Euroleague Basketball has entered into a partnership with the Spanish wine region of Rioja.
As part of the agreement, Rioja will serve as a main sponsor of the EuroLeague and EuroCup competitions. The length of the deal was not disclosed.
The region hopes that the reach of the two competitions will serve as an important advertising platform. The deal will include on-court and social media activations throughout the season.
The Rioja region has also started a new marketing campaign that will be promoted across all EuroLeague and EuroCup platforms.
Fernando Salamero, Rioja’s regulatory council president, said: “This was a unique chance for promotion of Rioja. The impact that the brand of the region can have through two of the biggest competitions at an international level is huge, and it allows us to reach some corners where Rioja still had not been promoted until now.”