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Visa and Euroleague Basketball Announce Multi-Year Partnership |
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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.
Euroleague Basketball: Euroleague Basketball (EB) is a global leader in the sports and entertainment business, devoted to running the top European competitions of professional basketball clubs under a unique and innovative organizational model. Owned and administered by some of the most successful and historic clubs in the world, EB manages the continent’s two premier men’s basketball competitions, the Turkish Airlines EuroLeague and the BKT EuroCup, as well as the sport’s premier under-18 showcase, the Adidas NextGen EuroLeague.
The EB competitions bring the elite of European basketball to all five continents and to the entire sports community through the OTT platform EuroLeague TV. EB also organizes a series of community and educational activities, led by the One Team program, in alignment with the United Nations Agenda 2030 Sustainable Development Goals. On the academic side, the EB Sports Business MBA trains future professionals in sports management.
Visa: Visa (NYSE: V) is a world leader in digital payments, facilitating transactions between consumers, merchants, financial institutions and government entities across more than 200 countries and territories. Our mission is to connect the world through the most innovative, convenient, reliable and secure payments network, enabling individuals, businesses and economies to thrive. We believe that economies that include everyone everywhere, uplift everyone everywhere and see access as foundational to the future of money movement
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