According to the agreement, starting next season the top European competition will be named “Turkish Airlines Euroleague Basketball”. Similarly, the Euroleague Final Four now becomes the Turkish Airlines Euroleague Final Four whereby the new league title will appear in all media accordingly. This title partner will run for five seasons, with the option of extending it to an additional five.
This agreement is also very important for Euroleague as it is the first time in history that the league associated its name with a brand.
This is not the first time that Turkish Airlines and Euroleague Basketball have partnered. During the recent 2010 Final Four in Paris , Turkish Airlines was one of the Euroleague Basketball’s main partners. That experience showed that both parties not only share the sporting values of teamwork, commitment and fair play, but also complementary platforms and markets.
The new agreement will allow both Euroleague Basketball and Turkish Airlines to enhance their commitment to the core European markets they share as well as to expand into others internationally. The agreement goes beyond the economic investment and reaches into other areas such as Euroleague Basketball’s corporate responsibility program, Euroleague for Life, in which Turkish Airlines will take an active role.
With this agreement Turkish Airlines have also become the main sponsor of Eurocup, the biggest basketball competition in Europe after Euroleague.
Euroleague Basketball is followed across the globe by fans of all age, gender and social background, and in the past ten years has experiences a monumental growth. With this first-time agreement, the new Turkish Airlines Euroleague Basketball enters a new era that seeks to offer increased economic potential that will offer significant support to the competition’s clubs and fans. Equally, the partnership reinforces Turkish Airlines’ position as a leading European airline carrier, who has also experienced an extraordinary growth over the past ten years and who has demonstrated a reiterated strategic positioning and commitment to the development of professional sports across the continent.
“We have been working for a long time to find the right title partner that could satisfy not only the economic value of becoming a title sponsor but becoming a partner, with a commitment to the growth of basketball across the globe. We feel satisfied to have reached this agreement and to join forces with Turkish Airlines on what we consider as an integrated partnership model. We feel that Turkish Airlines is a perfect fit as title partner for the competition, not only for the track record in committing to professional sports across the continent, but also through our mutual commitment to developing activities off the court,” Jordi Bertomeu, CEO of Euroleague Basketball said. “This agreement will enable Euroleague Basketball to make progress on four fronts: institutional, commercial, promotional and social. The international vision and globalization that we have at Euroleague Basketball is shared fully by Turkish Airlines and its managers, which makes this agreement a milestone in the history of the sport of basketball.”
Hamdi Topcu, the Chairman of the Board of Directors of Turkish Airlines, said, “Turkish Airlines has recently shown its aim to support sport activities by sponsoring the most reputable brands FC Barcelona and Manchester United football clubs and once again it is a great privilege for Turkish Airlines to be associated with Euroleague. We believe that, this partnership also will make an excellent contribution to our brand value. As it is known, Turkish Airlines flies 60 destinations in Europe and of course Europe is our primary market. Establishing a partnership with Euroleague will help us to work alongside the most famous basketball league in the Europe. At the same time Turkish Airlines aware the importance of corporate responsibility and Euroleague Corporate responsibility program such as ‘’Euroleague for Life’’ means a lot for us in order to extend people who love basketball.’’
Mr. Topcu continued: “The other important part of this cooperation is that this agreement will facilitate to establish more efficient communication between our brand and our potential passengers in Europe which composes the biggest portion of our revenues, since we have flights to over 70 points in the region.
There will be an official signing ceremony held before the Euroleague 2010-2011 season tip off scheduled for 18th of October 2010.