PRESS RELEASE

EuroLeague Enters a New Era of Growth and Transformation

You can download the EuroLeague competition logo to be used on all platforms from HERE

Euroleague Basketball proudly announces the beginning of a bold new era, unveiling a new, clean identity for its premier competition: the EuroLeague. This strategic evolution marks the end of the longstanding naming rights partnership with Turkish Airlines, which began in 2010, as the League accelerates toward a future of enhanced visibility, innovation, and global engagement.

The move to consolidate the competition under the singular EuroLeague brand reflects the League’s maturity and aligns with a renewed commercial strategy aimed at strengthening its presence across all platforms. It also positions the EuroLeague as the undisputed heartbeat of basketball in Europe.

After 25 years of continuous development, the EuroLeague now enters a transformative phase of accelerated growth. This next chapter will be defined by an expanded roster of elite clubs, deeper engagement in emerging markets, and the launch of innovative partnerships designed to elevate the sport's profile on a global scale.

Euroleague Basketball extends its deepest gratitude to Turkish Airlines for 15 years of unwavering support. The collaboration has been one of the most successful and emblematic partnerships in global sports, setting a high standard for synergy between commercial sponsors and sports properties.

“Today marks a significant milestone in the evolution of our League. As we unify under the EuroLeague name, we are not just rebranding, we are redefining our ambitions. Our gratitude to Turkish Airlines is immense; their support helped shape the modern EuroLeague. Now, with a new strategic vision and an exciting roadmap ahead, we are poised to grow our global footprint, deepen fan engagement, and deliver unmatched value to our clubs, partners, and supporters.” stated Paulius Motiejunas, Euroleague Basketball CEO.

This rebranding initiative and forward-focused strategy reflects Euroleague Basketball’s commitment to innovation, excellence, and growth. The new EuroLeague era begins now—with bigger aspirations and a clear vision to continue to shape the future of European 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 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.