EuroLeague: naming rights agreement with Turkish Airlines, in place since 2010-11, not renewed

Euroleague Basketball has presented the new graphic identity for its premier competition, now known as the 'EuroLeague', following the non-renewal of the naming agreement with Turkish Airlines at the end of the 2024-25 season, announced the Spanish-based organisation on 01/07/2025.

The Turkish airline had been the title sponsor of the 'Turkish Airlines EuroLeague' since the 2010-11 season, a total of 15 seasons. "I can confirm that discussions are underway, and both sides are satisfied with the partnership. We are optimistic about extending this deal, but nothing has been finalised yet," said Alex Ferrer Kristjansson, senior director, marketing and communication at EuroLeague Basketball, previously to News Tank, on 12/12/2024.

Euroleague Basketball nevertheless presented this change as "a strategic evolution" and "the beginning of a bold new era 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…