Euroleague Basketball, the organizer of Europe's elite EuroLeague club competition, has renewed its long-standing sponsorship deal with German sportswear giant Adidas for another four seasons.

The new agreement, running through the 2028-29 season, will see the brand continue as the naming partner of the NextGen EuroLeague youth competition and retain a presence at the season-ending EuroLeague Final Four.

Adidas will also work with Euroleague Basketball on fan engagement initiatives across social, digital, and broadcast platforms.

The sportswear heavyweight first partnered with the organization in 2014.

Gawain Davies, Euroleague Basketball chief commercial officer, said: “Adidas has been a fundamental partner in growing Euroleague Basketball for more than a decade, and together we have elevated both the professional and grassroots levels of basketball.

“Their commitment to youth development through the adidas NextGen EuroLeague competition, together with their support across the EuroLeague, makes this collaboration unique.”

Euroleague Basketball recently extended its partnership with the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) and announced a new deal with Etihad Airways, the national carrier of the United Arab Emirates (UAE), also for four seasons.

The commercial deals were brokered by international sports and entertainment agency IMG, Euroleague Basketball’s long-term commercial rights distribution partner.

The league's other main partners are Motorola, Visa, BKT, Spalding, and Frutti Exra. 

Davies recently spoke to Sportcal (GlobalData Sport) about the EuroLeague’s new commercial model.