European basketball’s elite EuroLeague has launched a new visual identity that has coincided with the end of its long-standing naming rights agreement with the Turkish Airlines flag carrier.
Sporting a refreshed logo and now known simply as the EuroLeague, the competition has stated that, going forward, it will focus on engaging with “emerging markets” on a deeper level, and securing “innovative” new commercial and media partnerships with the aim of growing its profile globally.
Turkish Airlines had been the naming rights partner of the EuroLeague since 2010, but that partnership ended after the recent 2025 season-ending Final Four.
On the new brand outlook, EuroLeague chief executive Paulius Motiejunas commented: “Today marks a significant milestone in the evolution of our league. As we unify under the EuroLeague name, we are not just rebranding, we are redefining our ambitions."
On the exit of the competition’s title sponsor, he added: “Our gratitude to Turkish Airlines is immense; their support helped shape the modern EuroLeague.
“Now, with a new strategic vision and an exciting roadmap ahead, we are poised to grow our global footprint, deepen fan engagement, and deliver unmatched value to our clubs, partners, and supporters.”
The last tie-up between Turkish Airlines and the EuroLeague authorities dates back to mid-2020, and has been valued by GlobalData Sport at $12.5 million per year.
Speaking at a wide-ranging press-conference in June, EuroLeague Motiejunas said at that point that negotiations for a renewal with Turkish Airlines were taking place, but added that other potential partners were also in talks to take up the competition’s most prominent commercial branding slot.
That press conference coincided with the announcement of the EuroLeague’s expansion to 20 teams, adding Hapoel Tel Aviv (Israel) and Valencia Basket (Spain) from the secondary EuroCup competition, while bringing in BC Dubai (United Arab Emirates) as a wildcard invitational team.
On the inclusion of a Dubai team, he added: “[It’s] a huge step for us as a competition because it seems not too much. But it's geographical expansion, it's more games in total, it's more games for the teams, but it was a well-thought and calculated decision, so we’re really looking forward to that.”
Motiejunas has also revealed that the EuroLeague, which hosted its season-ending 2025 Final Four in Dubai, has an option to return the event to that city in the 2027 season, with the 2026 Final Four likely to be held in Greece or Serbia.
Growth was a trend across the 2024-25 campaign, Motiejunas added, revealing that close to 3.3 million collective fans attended EuroLeague games, a record figure.
