Euroleague Basketball, the organizer of basketball’s top European club competitions, has announced consumer giant Unilever as a new sponsor of its upcoming Final Four event.
Under the agreement, Unilever’s detergent brand Skip and Dove Men+Care deodorant range become official partners of the 2026 EuroLeague season climax, which is being staged at the Telekom Center in Athens, Greece, this weekend.
The two semi-finals will be held on May 22, with Olympiacos (Greece) taking on Fenerbahce Beko (Türkiye), while Spain’s Valencia Basket and Real Madrid play each other. The final will be played on May 24.
As part of the partnership, Skip and Dove Men+Care will activate around the Final Four, gaining a brand presence during the tournament.
Gawain Davies, chief commercial officer at Euroleague Basketball, said: “Welcoming Skip and Dove Men+Care to the Euroleague Basketball family is a reflection of the kind of partnerships we look to build – brands that genuinely connect with the way our fans live.
“The values these brands represent, from performance and freshness to confidence and readiness, mirror what our competition stands for, and we look forward to bringing that to life together.”
The agreement continues EuroLeague’s recent commercial push, with Sprite, the lemon-lime soda brand of Coca-Cola, becoming an official partner of the competition starting from the 2026 Final Four.
The new partnership also comes shortly after Euroleague Basketball announced record viewership and digital engagement figures for the 2025-26 regular season, which was the first to feature an expanded 20 teams with three new entrants - Hapoel Tel Aviv (Israel), Valencia Basket (Spain), and debutants Dubai BC.
Over the first 25 rounds, global TV viewership reached 122.8 million (live and delayed), representing an 82% increase over the same period last season.
Growth in live game audiences was particularly notable across the league’s key markets, with the Balkans recording a 103% increase, while Italy and Israel posted gains of 77% and 76%, respectively.
France saw a 23% rise, with Turkey and Spain also contributing growth at 16% and 10%, while Germany maintained its cumulative audience despite having one fewer representative.
Combined viewership across live and delayed game action and highlight consumption grew by 8%, with 508.17 million fans tuning in to follow the competition.
