Skweek, the basketball-focused streaming platform, has agreed a new sponsorship deal with Turkish Airlines, the country's national carrier.

The tie-up designates Turkish Airlines as the presenting partner of The Skweek Show. In every forthcoming episode, the airline will have a “substantial presence.”

The deal enhances Turkish Airlines’ presence in European basketball as it is already the long-standing title sponsor of the EuroLeague top-tier club competition.

Jose Luis Rosa Medina, Skweek’s chief business officer, said: “Echoing Turkish Airlines' transformative collaboration with the EuroLeague, this partnership marks a pioneering moment for European basketball."

Skweek holds exclusive rights in France and Monaco to the EuroLeague and second-tier EuroCup, as well as co-exclusive rights to French basketball’s top-tier Betclic Elite.

In addition to the new sponsorship deal, the Monaco-based streaming platform has announced the appointment of Kimon Stefos as senior director of business development and marketing partnerships.

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Stefos previously spent 19 years as a commercial executive at Euroleague Basketball, most recently as director of corporate partnerships and licensing sales.

Oleg Petrov, chief executive of Skweek, said: “As we forge ahead at Skweek, our vision is clear: to shape the future of European basketball through the collective wisdom and expertise of the finest professionals in the industry.

“Kimon, with his unparalleled partnership-making experience and insight, stands as a quintessential example of this. His joining our team is not just an addition, it’s a pivotal moment, marking a new chapter in our journey to redefine and elevate the basketball narrative across Europe and beyond.”

Stefos added: “Joining Skweek is a pivotal step in my career. Through our innovative approach to lifestyle basketball, we are elevating the game beyond performance, connecting with the European fanbase in a way that transcends the court.

“Skweek’s integrated marketing and content proposition is amplifying existing basketball commercial propositions, demonstrating that basketball isn't just a sport – it's a lifestyle, a culture, and a passion that unites fans on and off the hardwood.”