Turkish Airlines, Euroleague Basketball Cement Partnership Through 2020

Europe's premier competition to be called Turkish Airlines Euroleague for full decade. Partners look to strengthen, build upon innovative collaborations like One Team

A ground-breaking relationship that has boosted the worldwide visibility of elite European basketball like never before will grow even bigger following the announcement today in Istanbul that Turkish Airlines and Euroleague Basketball will continue their unique partnership and title-sponsorship agreement for seven more seasons through 2020.

The new agreement, one of the biggest sponsorship deals in basketball history, means that Europe's premier competition will be known as the Turkish Airlines Euroleague for an entire decade from the start of the original partnership in 2010.

During their first three years together, Euroleague Basketball and Turkish Airlines went beyond title sponsorship to build a collaboration whose innovations range from award-winning social media promotions to mass-market documentary film productions and live in-flight game broadcasts.

A centerpiece of their fast-growing relationship was added in 2012 as Turkish Airlines became Founding Partner of Euroleague Basketball's corporate social responsibility programme, One Team, which has subsequently won praise across the sporting and charity industries for using sports to empower disadvantaged communities in cities from London to Beijing and everywhere in between.

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11.06.2014 Updated