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.
Among other initiatives pursued together with Euroleague Basketball, Turkish Airlines has also been a driving force in bringing expansive, weekend-long Fan Zones to iconic locales like Trafalgar Square in London that take the Final Four beyond the playing arena and into the commercial and tourist centers of the event's host cities.
First, let me thank Turkish Airlines for proving itself to be the exact type of forward-thinking, fully-engaged partner needed to help our sport improve off the court as much as our basketball professionals have done on the court this century," Jordi Bertomeu, the President and CEO of Euroleague Basketball, said in Istanbul.
"For Euroleague Basketball, working daily with Turkish Airlines has been much more than a partnership," Mr. Bertomeu said. "We are collaborating hand-in-hand to enhance the profile of European basketball globally and to bring its benefits to the communities that both Turkish Airlines and Euroleague Basketball depend on and seek to serve better. I couldn't be happier to have Turkish Airlines as a true member of the European basketball family, which makes the future of our sport here more promising than ever."