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Euroleague drives away with Seat partnership

Spanish automotive manufacturer Seat has agreed a three-year sponsorship deal, from 2015-16 to 2017-18, with Euroleague Basketball, which operates the continent’s leading club competition.

Under the agreement, Seat, which is part of the Volkswagen group, will serve as the official global car partner of the Euroleague and Eurocup tournaments.

Seat will be afforded branding rights on broadcasts of the Euroleague Game of the Week and will make its presence felt at both the Euroleague Final Four and Eurocup Finals. As part of the agreement, Seat’s Turkish division also becomes an official Euroleague partner in Turkey, while the deal allows for league-related promotions on a pan-European basis.

Euroleague Basketball said the partnership with Seat is in line with the conclusions from a June meeting of its Business Working Group, which includes representation from the leading clubs in Europe. The working group recommended to the ECA Shareholders Executive Board ways to create additional revenue sources for the clubs and the league through stronger integration and harmonisation of their commercial offerings in different categories.

Roser Queralto, Euroleague Basketball’s head of business development, said: “Seat is the latest major industry leader to choose to link its name to our competitions. Seat has continued to expand over the years to more and more markets and to introduce newer and dynamic models and we are convinced that both Euroleague Basketball and Seat will see our products and exposure grow hand in hand over the coming years.”