A major shift has occurred at the top of European basketball. Turkish Airlines (THY), which had served as the title sponsor of the EuroLeague since 2010, has officially ended its partnership with the organisation. With this development, the “Turkish Airlines EuroLeague” era has come to a close, and EuroLeague has announced it will continue with a brand-new identity.
15-Year Partnership Comes to an End
In an official statement, Euroleague Basketball confirmed the end of its long-standing collaboration with Turkish Airlines, stating that the league is entering a new chapter with a “simple, strong, and independent” identity.
“The long-term title sponsorship with Turkish Airlines, which began in 2010, has come to an end. This change aligns with EuroLeague’s goals of increasing visibility, driving innovation, and enhancing global engagement.”
A Unified Brand Strategy
In this new era, the EuroLeague brand will unite all of the league’s properties under one name, adopting a more holistic commercial strategy. With this transformation, the organisation aims to solidify its position not only as Europe’s top league but also as one of the most powerful basketball competitions globally.
“Bringing everything together under a single EuroLeague brand symbolises the league’s maturity and professional development. This step is also aimed at increasing our digital presence and commercial appeal.”
New Vision: Rapid Growth and Global Impact
EuroLeague CEO Paulius Motiejunas emphasised that this transformation is more than just a visual refresh, stating:
“Today marks a significant milestone in our league’s history. We are grateful to Turkish Airlines—without their support, today’s EuroLeague wouldn’t be possible. Now, we are equipped with a new strategic vision and a global growth plan. We aim to create deeper engagement and new opportunities for our fans, clubs, and business partners.”
With this new direction, EuroLeague will pursue a strategy that aims to:
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Increase the number of elite clubs,
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Establish greater engagement in emerging markets,
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Elevate the global profile of basketball.
Thank You to Turkish Airlines
The organisation also expressed its gratitude to Turkish Airlines for their support throughout the 15-year partnership. The statement described the collaboration as “one of the most successful and exemplary partnerships in the world of global sports.”
