Euroleague Basketball and Uludag Beverage Renew Partnership for Three More Seasons

The Agreement Extends Through the 2026-27 Season

Euroleague Basketball and Uludag Beverage, a brand known for its heritage and premium-quality beverages, have officially renewed their partnership for an additional three years, extending their successful collaboration through the end of the 2026-27 season. Uludag Beverage, which has been an Official Partner of Euroleague Basketball since 2019, will continue to support the Turkish Airlines EuroLeague and the BKT EuroCup, enhancing its role in the global spotlight. The renewal was unveiled at a special press conference on Monday in Istanbul, featuring Gawain Davies, Euroleague Basketball Chief Commercial Officer, Omer Kizil, Uludag Beverage Vice Chairman and Mete Oz, Uludag Beverage CEO.

Building on their successful partnership, Uludag Beverage and Euroleague Basketball are elevating their collaboration from a regional partnership to a Global Sponsorship Agreement offering branding opportunities, being displayed across EuroLeague and EuroCup games, both in-arena and during broadcasts, as well as on the competitions' digital platforms and content.

This expanded relationship aligns seamlessly with Euroleague Basketball’s commercial strategy, which focuses on strengthening partnerships with top-tier brands that share Euroleague Basketball’s pan-European identity and global reach. It also offers high-impact branding opportunities, across EuroLeague and EuroCup games, both in-arena and during broadcasts, as well as on the competitions' digital platforms and content.

“We are very pleased to renew our partnership with such a distinguished brand as Uludag Beverage, which demonstrates once again the trust and dedication of our partners,” said Gawain Davies, Chief Commercial Officer of Euroleague Basketball. “The Euroleague’s global audience is an ideal match for the international reach Uludag Beverage has achieved. This partnership brings a mutual benefit that will help both organizations reach new heights.”

With over 110 years of expertise, Uludag Beverage has a strong international footprint, distributing its products in more than 30 countries across five continents, with key markets in Euroleague territories including Turkey, Germany, Serbia, Greece, and France. Euroleague Basketball, which represents 14 teams from these nations, has seen a 131% year-on-year increase in TV viewership across these countries, underscoring the synergy between the brand and the league.

"As Uludağ İçecek Türk A.Ş., we are proud to announce a new three-year global partnership. With this Euroleague Basketball agreement, our brands Uludağ Gazoz and Frutti Extra will now be showcased in the Turkish Airlines EuroLeague and the BKT EuroCup reaching and international audience. Euroleague Basketball, Europe’s premier basketball organization, is thrilled to partner with both of our brands. We place a high value on long-term sponsorships, and since 2019, we’ve transitioned our regional sponsorship into a global one for another three years, reaffirming our commitment to our strategic vision," stated Ömer Kızıl, Vice Chairman of the Board of Uludağ Beverage.

Uludag’s Beverage commitment to excellence and innovation aligns perfectly with the values of Euroleague Basketball. With a focus on delivering excitement and unforgettable moments to sports fans worldwide, Uludag Beverage is a natural fit within the Euroleague Basketball ecosystem.

The renewal of this partnership symbolizes a commitment to shared growth and success, as both organizations work together to create lasting global impact over the next three seasons.