Siesta furniture installed as EuroLeague Official Partner

Business-to-business furniture brand Siesta has been installed as an Official Partner of the Turkish Airlines EuroLeague and its Final Four competition.

Under the deal, Turkey-based Siesta will get broad-based advertising on EuroLeague Basketball platforms with a particular focus on the ‘Game of the Week’ to take advantage of its broadcast reach to upwards of 100 countries.

Siesta operates in 75 countries and exports 80 per cent of its products. The brand is already strong in key EuroLeague markets – Spain, Greece, Germany and Italy.

Turkey’s Saran Media acted as the marketing agency for Siesta on the deal.

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The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.