Maiden title sponsor for EuroCup as Euroleague Basketball unveils new brand identity

Euroleague Basketball has signed baked goods company Chipita’s flagship 7Days brand as the inaugural title sponsor of its EuroCup competition as it today (Thursday) detailed a rebranding project for its club tournaments.

The 7Days brand will become title sponsor of the second-tier EuroCup competition across its 2016-17 to 2018-19 seasons. The competition will be known as the 7Days EuroCup.

This is a continuation of the premium partnership agreement between Euroleague Basketball and Chipita that has previously seen 7Days serve as the official snack of the top-tier Euroleague starting with the last Final Four season-ending event.

Jordi Bertomeu, Euroleague Basketball president and chief executive, said: “This agreement shows the potential of the EuroCup and its participating clubs after we decided to remodel its format as part of the integral restructuring of the European competitions. The EuroCup is firmly positioned as the second top European club competition and Chipita has identified it as the perfect vehicle to improve its awareness in the markets where it is present.”

Chipita chief executive Spyros Theodoropoulos added: “This is a perfect time for us to join together with Euroleague Basketball as they embark on delivering a new era of sustainable growth and prosperity. In today's business environment it is critically important to find partners with common objectives and common values, and we believe strongly that we have now found this.”

Meanwhile, Euroleague Basketball has unveiled a fresh visual identity that will present the organisation and both its competitions – the EuroLeague and the EuroCup – starting from the 2016-17 season.

The ‘e-ball’, which was central within the organisation and its premium property, the EuroLeague brand, for the last 10 years, expands its presence to take in the EuroCup. The EuroLeague and EuroCup’s typography has also evolved incorporating upper case characters.

Euroleague Basketball’s new identity was undertaken in collaboration with brand experts teamup and design agency Twelfthman. Euroleague Basketball has been engaged in a joint venture project to revamp its competitions with the IMG agency.

Bertomeu added: “We have a great new product with the EuroLeague and EuroCup, an exciting brand to present it, and also a new partner, 7Days, that once again trusts Euroleague Basketball to connect with the fans. The 2016-17 season will truly be a turning point for European club basketball.”