Two years before the 5-year agreement is due to expire, Turkish Airlines, a name sponsor of this major event since 2010, and Euroleague signed a protocol to extend it for five more years at a ceremony on October 22.
In a talk he gave at the ceremony, Turkish Airlines’ Chairman of the Board and of the Executive Committee Hamdi Topçu said the 2010 agreement was a step that clinched the prestige and the brand awareness of both the event and the trademark and indicated that the cooperation would continue even stronger in the years ahead.
Jordi Bertomeu, CEO of Euroleague, in which 24 teams compete every year, said they had put their signature on a collaboration with Turkish Airlines that goes beyond name sponsorship thanks to key projects like Eye of the Fan, One Team and ESPN Basketball Capitals. Asked at the press conference if the Final Four that was staged in Istanbul in 2012 would be repeated, he replied, “Istanbul is indispensable. How could I say no?”