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Euroleague Basketball announced the conclusion of its 15-year title sponsorship with Turkish Airlines, officially retiring the “Turkish Airlines EuroLeague” name and unveiling a new strategic identity for Europe’s premier basketball competition.
In a statement, the league said the rebranding signals “a bold new chapter” aimed at enhancing visibility, driving innovation, and expanding global engagement under a streamlined “EuroLeague” brand.
“This transition reflects the maturity of the competition and aligns with a refreshed commercial strategy to strengthen presence across all platforms,” Euroleague Basketball said.
CEO Paulius Motiejunas hailed the end of the sponsorship as a “landmark moment” in the league’s evolution. “We are not simply undergoing a rebranding process but redefining our long-term objectives,” he said.
“We are deeply grateful to Turkish Airlines, whose support has played a pivotal role in shaping the modern EuroLeague.”
Euroleague Basketball said the league is entering a new growth phase focused on increasing the number of elite clubs, deepening ties in emerging markets, and forming innovative partnerships to raise the global profile of European basketball.
The organization described the Turkish Airlines partnership as one of the most iconic and successful collaborations in global sport, noting that the separation comes as part of a broader transformation agenda after 25 years of continuous development.
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