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…
The EuroLeague Final Four 2026 has announced a new partnership with global consumer goods giant Unilever, bringing two of its brands — Skip and Dove Men+Care — on board as official partners for the tournament in Athens. The agreement will activate specifically around the 2026 Final Four, which will take place at the Telekom Center…
EuroLeague has delivered its most successful regular season on record in 2025–26, posting major increases in television audiences, arena attendance, and digital engagement across global markets. According to league data, global TV viewership during the first 25 rounds of the regular season reached 122.8 million viewers across live and delayed broadcasts — an 82% increase…
European basketball’s most powerful stakeholders met again this week, but once more left without a breakthrough. Representatives from the NBA, EuroLeague Basketball and FIBA gathered at FIBA headquarters in Mies, Switzerland, to continue discussions around the long-term structure and commercial future of the sport in Europe. The meeting was described by all sides as constructive,…
The EuroLeague has clarified key aspects of its 2026–27 season, confirming both a continuation of its current competition format and a significant shift in revenue distribution. Following its latest shareholders’ meeting, the league announced it will maintain a 20-team structure, including the Play-In, Playoffs, and Final Four. Revenue sharing expands For the first time, clubs…
Alba Berlin has outlined an ambitious plan to develop a new multi-purpose arena in Berlin as part of its long-term strategy aligned with the potential launch of NBA Europe. The Basketball Bundesliga club presented its proposal to the sports committee of the Berlin House of Representatives, detailing plans for a modern arena in the Adlershof…
The long-rumored “NBA Europe” is shifting from a distant concept to a strategic reality. NBA Commissioner Adam Silver has officially opened the door to a potential merger or deep integration with the EuroLeague, marking a historic pivot in how the league views the global basketball pyramid. The Expansion Catalyst The move follows the NBA’s internal…
The EuroLeague and its licensed clubs have reached a combined valuation of over €3.2 billion, according to a report by JB Capital, highlighting the growing commercial strength of European basketball. Strong growth across league and clubs JB Capital values the league itself at €1.41 billion for the 2025–26 season, while the licensed clubs are collectively…
The Coca-Cola Company is deepening its investment in basketball after its brand Sprite signed a sponsorship agreement with the EuroLeague, strengthening the company’s presence across the sport at both global and European levels. The deal, which will take effect from the 2026–2027 season, marks Sprite’s first partnership with Europe’s premier basketball competition. While financial terms…
The Real Madrid basketball section has reported a loss of €17.5 million for the first half of the 2025-2026 season, a figure that triples the losses recorded during the same period last year. This financial strain arrives as the club faces a pivotal crossroads regarding its future in European basketball. Escalating Costs and Investment The…
