Euroleague Basketball, the organizer of Europe's elite EuroLeague club competition, has secured coverage in Greece after signing a new broadcast partnership with Sport24, the digital sports platform owned by media group 24Media.
Under the agreement, Sport24 becomes the official premium media partner of Euroleague Basketball in Greece and will provide live coverage of the top-tier EuroLeague and second-tier EuroCup competitions via a dedicated Euroleague Basketball section on Sport24 for the 2025-26 and 2026-27 seasons.
The section will also carry news, reports, statistics, live scores, interviews, behind-the-scenes stories, highlights, and exclusive fan engagement initiatives.
The deal was brokered by international sports and entertainment agency IMG, Euroleague Basketball’s long-term commercial rights distribution partner through 2035-36.
For the 2025–26 EuroLeague season, the competition has expanded to 20 teams with the regular season tipping off on September 30.
Greek capital Athens is set to stage the Final Four for the first time in almost 20 years from May 22 to 24, 2026.
The rights deal comes shortly after the league announced a new partnership with Dubai Media covering the MENA region for the next five seasons as Dubai Basketball Club prepares to make their debut in the competition.
Elsewhere, Euroleague Basketball has named former Amazon executive Marta Alvarez as its new chief digital officer.
Under the role, Alcarez will lead the organization’s digital and technology strategy, with a focus on fan engagement, innovation, and enhancing its digital platforms globally.
Beyond her digital remit, Alvarez will play a key role in bolstering the business side of the league by unlocking new commercial opportunities and revenue streams.
She will also serve as a member of the Euroleague Basketball Executive Committee, contributing to the organization’s overall strategic direction and innovation plans.
Alvarez said: “Basketball has a unique power to connect communities, and I am thrilled to join Euroleague Basketball to help expand that connection through digital innovation.
“My goal is to create richer, more personalized experiences for our fans and partners, leveraging technology to bring the excitement of the game closer than ever.”
Alvarez joins from social networking company Nextdoor, where she served as director of Southern Europe, expanding the company’s presence. Before that, she worked for e-commerce giant Amazon, where she helped design and scale customer-focused digital initiatives.
She also led Iberian operations at European logistics platform Stuart and drove transformation projects at Affinity Petcare.
