Euroleague Basketball and Uludag Beverage, a brand renowned for its heritage and the quality of its premium beverages, have officially renewed their partnership for another three years, extending their collaboration until the end of the 2026-2027 season.
An official partner of Euroleague Basketball since 2019, Uludag Beverage will continue to support the Turkish Airlines EuroLeague and BKT EuroCup, strengthening its presence on the global stage. This renewal was announced at a special press conference on Monday in Istanbul, in the presence of Gawain Davies, Commercial Director of Euroleague Basketball, Ömer Kızıl, Vice President of Uludag Beverage, and Mete Öz, CEO from Uludag Beverage.
Building on their successful partnership, Uludag Beverage and Euroleague Basketball are expanding their collaboration from a regional partnership to a global sponsorship agreement, providing new visibility opportunities in arenas and during broadcasts of Euroleague games. EuroLeague and EuroCup, as well as on digital platforms and competition content.
This strengthened relationship aligns perfectly with Euroleague Basketball’s commercial strategy, which aims to consolidate partnerships with premium brands sharing its pan-European identity and global reach. It thus offers large-scale visibility opportunities within the EuroLeague and EuroCup games.
“We are delighted to renew our partnership with such a prestigious brand as Uludag Beverage, once again demonstrating the trust and commitment of our partners,” said Gawain Davies, Commercial Director of Euroleague Basketball. “The global audience of the Euroleague perfectly matches the international scale that Uludag Beverage has achieved. This partnership brings mutual benefit that will help both organizations reach new heights. »
With over 110 years of expertise, Uludag Beverage has a strong international footprint, distributing its products to over 30 countries across five continents, with key markets in Euroleague territories including Turkey, Germany, in Serbia, Greece and France. Euroleague Basketball, which represents 14 teams from these nations, saw a 131% increase in annual television viewership in these countries, highlighting the synergy between the brand and the league.
“As Uludağ İçecek Türk A.Ş., we are proud to announce a new three-year global partnership. Through this agreement with Euroleague Basketball, our Uludağ Gazoz and Frutti Extra brands will now be visible in the Turkish Airlines EuroLeague and BKT EuroCup, reaching an international audience. Euroleague Basketball, Europe’s most prestigious basketball organization, is delighted to partner with our two brands. We attach great importance to long-term sponsorships, and since 2019, we have transformed our regional sponsorship into a global initiative for three more years, reaffirming our commitment to our strategic vision,” said Ömer Kızıl, Vice Chairman of the Board of Directors. administration of Uludag Beverage.
Uludag Beverage’s commitment to excellence and innovation aligns perfectly with the values of Euroleague Basketball. By aiming to provide exceptional moments to sports fans around the world, Uludag Beverage fits naturally into the Euroleague Basketball ecosystem.
This renewed partnership symbolizes a commitment to shared growth and success, as the two organizations work together to create lasting global impact over the next three seasons.
About EuroLeague Basketball
Euroleague Basketball (EB) is a global leader in sports and entertainment, dedicated to organizing the best European professional basketball club competitions under a unique and innovative organizational model. Owned and administered by some of the world’s most successful and historic clubs, EB operates the continent’s two main men’s basketball competitions, the Turkish Airlines EuroLeague and BKT EuroCup, as well as the main under-18 competition, the EB Adidas Next Generation Tournament.
EB competitions provide access to Europe’s basketball elite across five continents and the entire sports community through the EuroLeague TV OTT platform. EB also organizes a series of community and educational activities, led by the One Team program, in alignment with the Sustainable Development Goals of the United Nations 2030 Agenda. Academically, the EB Sports Business MBA trains future sports management professionals.
