The EuroLeague has continued expanding its commercial portfolio ahead of the 2026 Final Four in Athens, announcing new sponsorship agreements with Trendyol as well as La Roche-Posay and Vichy from the L’Oréal group.
Financial terms of the agreements were not disclosed.
The Final Four will take place from May 22 to May 24 in Athens and represents one of the biggest commercial showcases in European basketball.
Trendyol to Receive Premium Courtside Visibility
Under the partnership, Trendyol will gain extensive exposure throughout the event, including branding on courtside LED screens and integration into the competition’s ASB GlassFloor technology.
The Turkish e-commerce giant will also activate a dedicated fan zone area, where supporters attending the Final Four will be able to engage with interactive experiences and promotional activities.
The deal further strengthens Trendyol’s growing footprint in international sports sponsorship and expands the company’s visibility beyond Türkiye into broader European markets.
L’Oréal Targets Sports and Wellness Audience
Meanwhile, La Roche-Posay and Vichy will join the Final Four through L’Oréal Dermatological Beauty, highlighting the increasing intersection between elite sports, wellness, and skincare brands.
Spiros Arvanitakis described the collaboration as:
“A perfect synergy between elite sport and dermocosmetic excellence.”
The new partners join an already extensive EuroLeague sponsorship lineup that includes Unilever, Etihad Airways, Experience Abu Dhabi, BKT, Motorola, Adidas, Visa, Spalding, Emporio Armani, Amazon and Panini.
The additions underline EuroLeague’s continued commercial growth as the competition attracts more global consumer brands seeking access to basketball’s expanding European audience.