Turkish Airlines signs on for decade with Euroleague Basketball

Turkish Airlines has agreed a five-year extension with Euroleague Basketball to its title sponsorship of the Euroleague continental club competition.

The deal is an extension to the current contract which ends in 2015. The new deal will run through 2020 and means the airline will have held the naming rights to Europe’s premier basketball competition for a decade at its conclusion. The two parties will look to build upon a range of collaborations launched since the partnership began in 2010.

In addition to the Euroleague, Turkish Airlines will now also be the naming sponsor of the second-tier Eurocup competition for the duration of the contract.

In 2012, Turkish Airlines became the founding partner of Euroleague Basketball’s corporate social responsibility programme, One Team, and it will continue to work on initiatives that have addressed disadvantaged communities in a host of cities including London and Beijing.

Other joint projects undertaken during the partnership so far include the multi-platform social media promotion Eye of the Fan, which focused on giving fans comprehensive coverage of Euroleague Basketball’s Final Four; a four-part documentary Basketball Capitals co-produced by sports broadcaster ESPN and week-long Fan Zone installations at venues such as London’s Trafalgar Square.