Turkish Airlines and Euroleague Basketball have signed an agreement to extend their sponsorship deal until 2020. Europe's premier competition will now be called Turkish Airlines Euroleague for the full decade after the agreement made on Tuesday. The new agreement, one of the biggest sponsorship deals in basketball history, means that Europe's premier competition will be known as the Turkish Airlines Euroleague for an entire decade from the start of the original partnership in 2010, says a press release. 

 

 

During their first three years, Euroleague Basketball and Turkish Airlines went beyond title sponsorship to build a collaboration whose innovations range from award-winning social media promotions to mass-market documentary film productions and live in-flight game broadcasts, further says the release. 

 

"Let me thank Turkish Airlines for proving itself to be the exact type of forward-thinking, fully-engaged partner needed to help our sport improve off the court as much as our basketball professionals have done on the court this century," said JordiBertomeu, the President and CEO of Euroleague Basketball. Turkish Airlines’ Board Chairman Hamdi Topçu said that there was great value in this kind sponsorship as Turkish Airlines increases its brand awareness among the target audience. “This and similar partnerships offer the opportunity to develop a different kind of communication with a global audience, keeping alive the brand excellence with consumers not only in Turkey, but across the world," he said.