Euroleague signs up Russia's Fonbet as regional sponsor
Euroleague Basketball, organiser of the sport’s top European clubs competition, has signed up Fonbet, the online gambling company, as its betting sponsor in Russia.
The two-year deal covers all the top-tier EuroLeague games and second-tier EuroCup.
Fonbet will also become an official sponsor of the EuroLeague Final Four and EuroCup Finals if a Russian team progresses to the latter stages of those competitions.
Alina Yakirevich, chief marketing director of Fonbet, said: "The EuroLeague is the most popular European basketball league, and it is critical for us to support it. Russian teams are always doing great in European arenas and attract huge attention from fans and media.
"We share the same goals with Euroleague, to promote basketball in Russia, and to increase the awareness of Russian clubs abroad and of European clubs within our country. This agreement stands not only upon advertising, but also will include Fonbet hosting promotional activities during game break to enhance the atmosphere on the arenas and social events to make basketball more popular."
Fonbet has sponsored EuroLeague events before, having been the national betting sponsor of the Final Four in 2016.
As part of its deal, Fonbet sponsored the games featuring two Russian sides, CSKA Moscow and Lokomotiv Kuban Krasnodar.
In August, Fonbet unveiled plans with ice hockey's Kontinental Hockey League to embark on join initiatives aimed at promoting the sport. The betting firm is already a sponsor of the competition for the next five seasons.