Euroleague Basketball and Visa, a world leader in digital payments, have announced a landmark multi-year partnership where Visa will become the official payment partner of the Turkish Airlines EuroLeague and the BKT EuroCup, the two premier men’s basketball competitions in Europe, until the end of the 2026-2027 season.
This strategic partnership will bring exciting opportunities for Visa cardholders, including dedicated promotional offers and discounts and hospitality packages for the Final Four in May 2025. It also offers high-impact branding opportunities with Visa’s logo being displayed across EuroLeague and EuroCup games, both in-arena and during broadcasts, as well as on the competitions' digital platforms and content.
Four out of five in-store payments across Europe are now contactless, reflecting consumer preferences for a frictionless, efficient, and secure transaction process. Visa will collaborate with Euroleague to continue growing contactless payment technology across arenas, aiming to elevate the game-day experience for fans across Europe.
Gawain Davies, Euroleague Basketball Chief Commercial Officer, says: “We are excited to partner with Visa. This is a groundbreaking partnership for Euroleague Basketball and an excellent opportunity for Visa to connect with the basketball community. Visa’s commitment to removing barriers and connecting people within the digital payment ecosystem aligns perfectly with Euroleague Basketball's mission to deliver unforgettable moments to our growing, passionate, and global audience.”
Kim Kadlec, Chief Marketing Officer, Visa Europe, says: “We are excited to partner with Euroleague Basketball. Sport is a highly important component of European culture, and we are proud to sponsor some of the region’s most exciting competitions and tournaments. Key sporting events – such as Euroleague Basketball – are a great way for us to connect fans across the world with their passions, driving meaningful connections and exceptional experiences.”
For over 35 years, Visa has been a leader in the sponsorship industry, proudly supporting some of the world's most prominent sports and entertainment properties. Additionally, Visa champions artists, entertainers, and creators across music, gaming, and more.