Euroleague and Elevate to develop general marketing strategy, ticket and premium hospitality services, and event management for the Final Four.
Amplifying fan, premium and brand experience main goals for the partnership.
Euroleague Basketball, the organising body of the Europe’s elite club basketball competition has today partnered with Elevate Sports Ventures, the best-in-class sports and entertainment consulting firm, to support global strategy, ticketing, fan and premium hospitality experience, and event management for the league’s showcase event, the Turkish Airlines EuroLeague Final Four. Via the partnership, Elevate will deliver industry-leading best practices in analytics and business intelligence in the areas of global, direct-to-consumer, digital marketing, ticket and premium pricing, sales and service, and more for Europe’s most renown international professional basketball League.

Additionally, given Elevate’s proficiency in professional sports and live event operations, the global agency will design a comprehensive strategy for in-arena and city-wide fan and premium experiences celebrating the EuroLeague’s premier event, which historically draws more than 15,000 fans in attendance, an audience of over 150 million in global broadcasts to more than 200 countries and territories, and 40 million on Social Media.

This agreement follows continuous ongoing efforts conducted by Euroleague Basketball in improving the customer experience at all levels, both in-arena and remote experiences, as a key factor to grow the league’s popularity and business performance.

The partnership agreement between Euroleague Basketball and Elevate was assisted by G2 Strategic, a leading sports marketing consultancy and Euroleague Basketball long-time business advisor having contributed in different strategic initiatives including the recent creation of the EuroLeague Business Operations & Club Services division.

“We are extremely satisfied to be partnering with Elevate Sports Ventures, one of the biggest entertainment consulting firms, which has identified Euroleague Basketball as its ambassador in the European market,” states Jordi Bertomeu, Euroleague Basketball President and CEO.

“This partnership is built upon a common vision to innovate, an interest in re-imagining the premium experience, and dedication to engaging the fan in dynamic, new ways during the most important event of the season, the Final Four. Their enormous expertise with some of the most renowned sports properties, like the San Francisco 49ers, Philadelphia 76ers and the New Jersey Devils, shows the high level of professionalism that will help bring the Final Four to a new level. I would also like to thank our longtime collaborator Marshall Glickman and his company G2 Strategic for helping us reach this agreement.”

“We are proud to announce this partnership with Euroleague Basketball, providing our agency the incredible opportunity to work alongside this global League in reimagining the EuroLeague Final Four,” said Al Guido, Chairman and CEO of Elevate Sports Ventures. “We are confident together we will amplify fan activations, premium offerings and partnership opportunities that will see the EuroLeague Final Four recognized as one of sports preeminent global events. Our goal at Elevate Sports Ventures is to use our people, process and technology to support and guide our clients, and their teams, brands, venues and properties, to emerge from this period positioned for success.”



Elevate Sports Ventures grows European operation in partnership with Euroleague Basketball

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Euroleague Basketball has unveiled the newly refurbished "Selver Dzigal Game Center" at the company's offices in Barcelona. The Game Center has been named after Selver Dzigal, the highly respected former Euroleague Basketball Competitions Department manager who passed away one year ago.

The "Selver Dzigal Game Center" is very much a nerve center at Euroleague Basketball headquarters, the place where all Turkish Airlines EuroLeague, 7DAYS EuroCup and Euroleague Basketball Adidas Next Generation Tournament games are habitually monitored live by staff representing multiple departments of the company. Selver was an integral part of the team responsible for managing the EuroLeague, EuroCup and ANGT. He was a fixture at the Game Center, spending countless hours there tracking games and keeping in contact with courts across the continent to assure the smooth running of all competitions. Selver will forever be remembered as a cherished member of our basketball family.

Euroleague Basketball dedicates the "Selver Dzigal Game Center"

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Deutsche Telekom and Euroleague Basketball have renewed the commitment they forged in 2015 by signing a new agreement that will maintain both Turkish Airlines EuroLeague and 7DAYS EuroCup on MagentaSports, the dedicated sports platform of the German telecommunications leader. The agreement runs until the end of the 2022-23 season.

Under the new agreement, Deutsche Telekom will continue offering and broadcasting all EuroLeague games and all games played by German clubs in the EuroCup. Additionally, MagentaSports will broadcast one Turkish Airlines EuroLeague game per round on a free-to-air basis for all German fans.

All Deutsche Telekom new clients will enjoy Euroleague Basketball competitions free of charge during one whole year, while the rest of German fans will be able to watch, for one affordable price, not only the Turkish Airlines EuroLeague and the 7DAYS EuroCup but also FIBA national teams competitions, German Federation competitions and, of course, the easyCredit Basketball Bundesliga, making MagentaSports the home of basketball in the country. MagentaSports is available on most connected devices, including TVs, smartphones, tablets, games consoles and PCs.

The renewal with Deutsche Telekom, the conversations with both FC Bayern Munich and ALBA Berlin to make their participation stable on the Turkish Airlines EuroLeague, and having Cologne as the 2021 Final Four host between May 28 and 30 all show, once again, the strategic importance of the German territory for Euroleague Basketball. The League boasted a year-on-year average increase of 16% in fan interest and 64% in TV audience in the country.

"We are extremely satisfied by renewing our commitment with Deutsche Telekom for two more seasons. Germany is one of our most important strategic markets with an enormous growth margin and we are developing a specific market strategy to increase our footprint in the territory," Alex Ferrer Kristjansson, Marketing and Communication Senior Director at Euroleague Basketball said. "The increased popularity and higher television ratings we are experiencing in Germany are solid evidence of our games' interest among the German fans and MagentaSport is the perfect partner to bring them the Euroleague Basketball experience and increase the basketball fanbase in Germany."

Henning Stiegenroth, Head of Content & Sponsoring Telekom Deutschland GmbH: "We are delighted about the extensions with Euroleague Basketball. This shows that we are a reliable partner and can continue to offer our fans first-class, exclusive basketball."

MagentaSport renews EuroLeague and EuroCup rights for two more seasons

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Euroleague Basketball is proud to announce that Tokyo Time, the up-and-coming maker of innovative headwear in which East meets West, has become an Official Licensee of the Turkish Airlines EuroLeague and 7DAYS EuroCup. The agreement will last through three seasons until 2023.

Tokyo Time, based in the United Kingdom, has celebrated the agreement by producing a collection of caps representing teams from the EuroLeague. Based on bold and versatile designs ranging from understated simplicity to daring color combinations, Tokyo Time headwear embraces urban lifestyle choices for men, women and children alike in a broad range of styles.

"We are excited to welcome Tokyo Time, a dynamic new headwear brand whose appeal to young, fashion-conscious consumers matches the tastes of Euroleague Basketball's fans and players," Jordi Bertomeu Euroleague Basketball's President and CEO, said. "As it marks new territory in the urban style market, Tokyo Time is another example of a future-oriented brand finding synergy with and unparalleled sponsor support from Euroleague Basketball."

The agreement between Euroleague Basketball and Tokyo Time has already hit the ground running with the first cap presented to the MVP of December, Nikola Milutinov of CSKA Moscow. Each monthly MVP in the EuroLeague will receive the special-edition caps, as will the MVP of the Final Four.

"2021 is a new beginning and we at Tokyo Time are absolutely delighted to get the year started by announcing a new long-term partnership with Euroleague Basketball as the official headwear licensee for its competitions," Paul Davidson, Tokyo Time CEO, said. "This partnership enables us to produce headwear for teams all across Europe in the most prestigious pan-European basketball league. This also represents a huge step in our ambitions to expand globally."

Tokyo Time headwear and exclusive team caps are available to fans on its own website and will soon be debuting, too, at the recently-launched EuroLeague Store at Amazon sites in countries throughout Europe. Visit the store at www.amazon.co.uk/euroleaguestore, www.amazon.it/euroleaguestore, www.amazon.de/euroleaguestore, www.amazon.fr/euroleaguestore, www.amazon.es/euroleaguestore from anywhere in the world.

Tokyo Time headwear becomes a Euroleague Basketball licensee

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Euroleague Basketball is proud to announce that DIRECTV Latin America will remain its official partner until the 2022-23 season thanks to a three-year extension of the existing agreement between the two parties on rights to broadcast Turkish Airlines EuroLeague games in South America and the Caribbean Territory. The Turkish Airlines EuroLeague games will be aired on an exclusive basis in Argentina, Bolivia, Chile, Colombia, Ecuador, Paraguay, Peru, Uruguay and Venezuela, and on a non-exclusive basis in a selected list of Caribbean territories.

DIRECTV Latin America will show a minimum of one Turkish Airlines EuroLeague Regular Season game per week plus all Playoffs and Final Four games, starting in January 2021. All devoted Latin American and Caribbean fans will have the chance to follow their representatives in the top European basketball league. Argentinian representatives lead the list of Latin Americans in the EuroLeague, with Nicolas Laprovittola and Gabriel Deck leading Real Madrid, Leandro Bolmaro of FC Barcelona, Luca Vildoza at TD Systems Baskonia Vitoria-Gasteiz and Patricio Garino at Zalgiris Kaunas. Jayson Granger of ALBA Berlin is from Uruguay while Johnny Hamilton of Fenerbahce Beko Istanbul is from Trinidad and Tobago.

DIRECTV extends agreement to broadcast EuroLeague games through 2023

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Jordi Bertomeu, the Euroleague Basketball President and CEO, met with French media on Friday alongside Tony Parker, LDLC ASVEL Villeurbanne President and controlling shareholder, Gaetan Muller, LDLC ASVEL Villeurbanne Managing President, and Jean-Michel Aulas, President of Olympique Lyonnais, prior to ASVEL's Round 18 game against visiting Anadolu Efes Istanbul. Here is a transcript of their comments:

Jordi Bertomeu, Euroleague Basketball President and CEO:

"Bonsoir. First, I want to say that I appreciate the hospitality that our friends here at ASVEL have given us during our whole day here in Villeurbanne.

"I'd like to note that we are in a season that is very complicated, very difficult. We all know the pandemic is affecting us. But I'd also like to say that despite these difficulties, we are making sure that the season goes forward. We've played the whole 7DAYS EuroCup Regular Season. We've played the first leg of the Turkish Airlines EuroLeague Regular Season. We've played every game except three. And this is thanks to the effort that the clubs have made to complete the calendar and complete our objective, which is to offer once again this magnificent competition to our fans, who unfortunately are still not with us in the arenas.

"The decision to suspend last season was for sure the most unpleasant decision that I've taken in my life. Because the season was going along beautifully, with lots of competitiveness, with all the indicators of audience very high, especially in France, where interest in basketball had grown 41%. So I think that having to cancel the season in those moments was very painful for all of us.

"Speaking of France, I know that there have been many comments made in recent days, so I am going to reveal the reason that we are here. Last November, the Euroleague Board authorized us to continue forward with our plan for the future, which basically consists of the EuroLeague being composed of 18 teams, with ASVEL Villeurbanne, without doubt, along with FC Bayern Munich, being primary candidates to achieve long-term contracts. And I'll explain why.

"First, as I started to mention, it's very clear that France is very important for European basketball. It's very important to have a strong, consolidated and traditional club like ASVEL Villeurbanne in France.

"Second, in 2014, ASVEL Villeurbanne entered into a new project when Tony [Parker] took charge of the club with his team, with Gaetan [Muller] and the whole team, and this prompted a great collaboration with the EuroLeague over these years.

"Third, because the club's partnership with Olympique Lyonnaise has given this project another dimension, additional ambition for the future and additional long-term stability that, for us, is fundamental.  

"And lastly, because we share the same vision of the future of sports in Europe, and of basketball in particular. It's a pleasure to share this vision with two people, in this case Tony and [Olympique Lyonnais] President [Jean-Michel] Aulas, who are visionaries, and for that reason can help us a lot to develop this project.

"And to finish, this morning we had a very interesting conversation about the commitments that both sides should make for the future, both Euroleague Basketball and ASVEL. It has been a very positive conversation. Once more, we are very aligned in terms of how to work together in the future. And I am very convinced that no later than the end of February or beginning of March, we can announce that the agreement and collaboration of ASVEL with the EuroLeague, and the integration of ASVEL as one of the 13 owners, that is one owner more of the EuroLeague, is going to be a fact.

"I just wish to thank once again ASVEL and President Aulas because they shared their vision and we've been able to understand better the project of the building of a new arena, which is fundamental for us, and confirm that the decision is the correct one. And I hope we can make it official very soon. Merci."

Tony Parker, LDLC ASVEL Villeurbanne President and controlling shareholder

"This license to participate in the EuroLeague has been the main goal since I landed here in 2014 together with Gaetan. Our conversations today have been very positive and we are working for this license to become a reality in February or March. I thank Jordi for his trust in ASVEL and also Jean-Michel Aulas, who has also trusted us to achieve this project, which we have almost finished. Having good news in such difficult moments is very good. We need to be positive, together with Jean-Michel's visionary team, and with Jordi and his team we will continue making sport grow."

Jean-Michel Aulas, President of Olympique Lyonnais

"I want to thank Jordi because he not only provided his modern vision of sport in the world of basketball but also in the world of sports in general, allowing the project that Tony has here in ASVEL to grow. We know that to achieve such an important project, we need to have a financial structure that allows us to maintain the project from an investment perspective, which is now the most important point, and for the arena. But also for other things that you need to have not only to achieve a permanent presence in the EuroLeague, but to also have an important role and to reach the top, because this is the passion that Tony, his team and I share. We try to give the resources to this arena to create the ecosystem for ASVEL to generate the resources to be at the top level. This arena is progressing, approved by a majority of the municipality voting, allowing us to bring a modern project because such an important project should allow us to improve the team at a competitive level but at the same time promote the participation of the whole city as well as other companies, having a different vision of modern basketball, which is very different compared to 20 years ago. This arena has all the characteristics to provide a high level of satisfaction to all users. It is an ambitious project of around €140 million that hasn't been easy but we have achieved all the formalities. We have regular contact with both ASVEL and Euroleague as we will not only build an arena for ASVEL but the best sports arena in France, giving all guarantees to ASVEL to achieve success at both the national and international levels."

 Gaetan Muller, LDLC ASVEL Villeurbanne Managing President

"This is great news, especially during these times. That shows the confidence between ASVEL, Euroleague and Olympique Lyonnais, which is very important, as every time Jordi comes, things move forward. There are a lot of people working for this project and this is very positive news for our collaborators, our fans who do not have the chance now to attend our games, and also for our partners. This arena will allow us to have a new perspective, to think bigger, and to attract more resources, while at the same time maintaining the familiar and united values of ASVEL and the city of Villeurbanne."

Question: Why is the license not confirmed today?

Jordi Bertomeu: "Because it's a process in which we have to explain to the club the implications of being an owner of the EuroLeague. We have explained what are our commitments to the club, when it's an owner of the EuroLeague. It's a dialogue that has to take place, and today has been an introduction to this dialogue. When I said it was positive, it's because I felt assured that what we have explained and what ASVEL explained to us had an enormous level of coincidence. For that reason, it makes us think that in a few weeks we will be able to formalize the agreement. It's evident that once we are totally in agreement, the board of the EuroLeague will have to give its approval. But I insist that it's a process and a conversation that we initiated today and we will continue in the coming days and weeks, because it's not an easy process. You have to know and review many areas: structural, economic and plans for the future. All those questions have to be worked on and do not happen in one morning. But I repeat, the high level of agreement we have makes me think that it will be only a question of time until we can announce it officially. But today it's not done, because it can't be done today."

Question: What is the duration of the contract?

Jordi Bertomeu: "The license is for 10 years, the same as for the 11 current clubs that have long-term licenses. And once those 10 years are complete, it extends automatically for 10 more, and so on, successively. What's important to understand is that ASVEL will be involved in every decision going forward. In the moment that the club becomes part of the ownership of the EuroLeague, the club is in the decision process of continuing and extending these contracts. Not like now, that the club doesn't participate in these decisions. Once the club is a member of the ownership of the EuroLeague, it will be at the table where these decisions are taken, and, as such, there is no risk that ASVEL would not continue in the future when these 10 years are completed."

Question: What are ASVEL's projects besides the license and the new arena?

Tony Parker: "First things first, and the arena and the license are the priority, to consolidate them. So now, we will focus our efforts to reach February or March to obtain the license and, after that, we will focus with Olympique Lyonnais on the arena. And after that, we will start thinking of what will come next. But now we have very clear goals on the horizon and it is important to focus on them."

Question: When do you expect to obtain the license?

Tony Parker: "This is something that we want to do as soon as possible. That's why we have mentioned February or March, as there will be a board meeting held with the 11 clubs and we hope that the decision will be positive."

Jordi Bertomeu meets media in Villeurbanne

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Euroleague Basketball is proud to announce that, after a successful first two years together, Tripoki by Detur will continue as the official Travel Booking Portal for the top competitions on the continent, the Turkish Airlines EuroLeague and the 7DAYS EuroCup.

Tripoki offers countless travel choices at competitive prices with technology that makes trips fast and easy to book. Tripoki also specializes in packages for major events and concerts that include tickets to the events themselves.

"Making memories for fans is our goal in having an official partner for travel in the EuroLeague and EuroCup, and Tripoki will keep taking care of that important goal going forward as it has for the last two years," Jordi Bertomeu, Euroleague Basketball President and CEO, said. "This new agreement rewards the trust that has been built between us to be able to keep offering our fans the best in travel options."

"It is a privilege to continue this journey together to further enhance the largest basketball competition on the continent," Firuz Bağlikaya, Chairman of Detur, stated. "Our goal is to offer the best sports and cultural experiences to our customers, and without a doubt Euroleague Basketball competitions are some of the best events in the world."

Euroleague Basketball and Tripoki share a common goal of creating uniquely great travel and game experiences for fans. Tripoki offers easy booking of the best connections and a comfortable stay so that fans can concern themselves only with supporting their teams and being part of unforgettable moments. In addition to taking exemplary care of fans, Tripoki also meets all the travel needs for Euroleague staff, referees and Final Four teams.

Tripoki is an online booking portal launched by Detur, whose long-term relationship with the EuroLeague speaks to how Euroleague Basketball's global partnership platform delivers companies what they seek in terms of brand awareness, customer engagement and market growth. Such growth combined with enhanced services through bespoke account management explains why Euroleague Basketball partners, whose ranks increase in size and diversity each season, renew their agreements consistently and now average now eight years of tenure as a group.

Euroleague Basketball extends Tripoki as official travel partner

Endesa, a leading company in the electricity sector, has doubled down on its commitment to Euroleague Basketball by extending its partnership with the organizer of the Turkish Airlines EuroLeague and 7DAYS EuroCup into the 2020-21 season.

Endesa to continue powering EuroLeague, EuroCup

Endesa, a leading company in the electricity sector, has doubled down on its commitment to Euroleague Basketball by extending its partnership with the organizer of the Turkish Airlines EuroLeague and 7DAYS EuroCup into the 2020-21 season.

During three successful seasons together, the Spanish company has been a constant presence on EuroLeague and EuroCup courts in its home country as an official regional sponsor of Euroleague Basketball. That presence will be enhanced with the new agreement, which also builds upon the comprehensive media and digital activation plans that provide Endesa with great exposure and consumer engagement by integrating its brand with top basketball content across multiple media outlets.

"We are proud that such an important sector leader as Endesa has seen its investment in Euroleague Basketball rewarded and continues to believe in the opportunities offered by the EuroLeague and the EuroCup going forward," Jordi Bertomeu, Euroleague Basketball President and CEO, said. "Just as Endesa provides electricity to millions, its commitment to basketball empowers our sport in ways that make the communities we both serve better off and more energetic."

"The ongoing collaboration with top-level partners like Euroleague Basketball allows us to proudly confirm that we are the engine of basketball in Spain as we fully support our teams wherever they compete," José Bogas, Endesa CEO, stated. "The vertiginous evolving rhythm of the collaboration between basketball and its partners bring us the possibility to be pioneers in all the different areas we participate, showing once again that the innovation formula is totally integrated into Endesa's DNA."

Endesa's second sponsorship agreement adds to the consistent renewal rate among companies in the Euroleague Basketball partnership program. On average, those partnerships now have a tenure of eight years each. Such loyalty speaks to the efficiency of Euroleague Basketball's bespoke account management, which uses enhanced services and engagement in the creative, events and business intelligence areas to serve as an extension of the brand marketing and sales departments of its partners.

As a result of their sustained growth, especially in Western Europe, Euroleague Basketball competitions are seen by global and regional brands as a powerful engagement platform for their consumers. That growth was evident even in the pandemic-shortened 2019-20 season, which nonetheless boasted a year-on-year average increase of 15% in fan interest across all Euroleague Basketball markets, according to Nielsen Sports.



Euroleague Basketball and Tadim, Turkey's leading nut and dried fruits brand, are celebrating the success of their continuing partnership by extending it for another three years until the end of the 2022-23 season.

Tadim renews EuroLeague partnership until 2023

Euroleague Basketball and Tadim, Turkey's leading nut and dried fruits brand, are celebrating the success of their continuing partnership by extending it for another three years until the end of the 2022-23 season.

The renewal will lengthen the Turkish Airlines EuroLeague's relationship with Tadim to eight years, the current average for Euroleague Basketball partners. As such, Tadim will continue to enjoy high visibility at EuroLeague games and throughout the competition's digital ecosystem. Tadim's commitment testifies to how the sustained growth of Euroleague Basketball competitions, especially in Western Europe, offers partners an optimal engagement platform with which to reach consumers.

"Since 2016, we have been honored to count Tadim among our family of partners and to mutually pursue our ambitions for multi-market growth," Jordi Bertomeu, Euroleague Basketball President and CEO, said. "This extension not only confirms that our work together has been successful to date, but allows us to raise the bar in the years ahead."

The ongoing partnership is aimed at enhancing Tadim's ability to increase exports to consumers across Western Europe and beyond. Central to that effort is the Turkish Airlines EuroLeague Final Four, whose 2021 edition is ticketed for Cologne, Germany. The fact that Tadim has production facilities in Germany illustrates how that market's strategic importance to both companies is another shared priority between them.

"Our products are preferred not only in Turkey, but also in many other countries," Emre Tekinalp, Tadim's CEO, said. "Our brand is internationalizing quickly. Hence, it is with great pride that we announce the continuation of this long-lasting partnership with Euroleague Basketball, an organization that is followed by many fans around the globe."