Endesa, the Spanish energy company, has opted not to renew its regional partnerships with Euroleague Basketball, the organiser of the continent’s elite clubs competition, and North America’s NBA in order to focus solely on the domestic game, it has been reported.
The company has had a sponsorship deal with the Euroleague since the 2017-18 season, with the pair’s most recent one-year agreement covering the 2020-21 campaign.
It also served as the official energy partner of the NBA in Spain since 2017-18.
But Endesa will now put its sponsorship efforts behind basketball in the country with more investments and activation in the top men’s and women’s competitions as part of a shift in brand strategy, according to 2Playbook.
Endesa has strong ties to domestic basketball as evidenced by its title sponsorship of Spain's top-flight men's basketball league, known as the Liga Endesa, and the FEB, the national federation.
In June, the energy brand extended its title sponsorship deal with the ACB, the organiser of the Spanish top-tier, until 2024 in a deal believed to be worth €5.5 million ($6.4 million) per season.
That renewal will ensure the company will continue to support the top league, the Copa del Rey and Supercopa through to the end of the 2023-24 campaign.
The league has been known as the Liga Endesa since 2011.
Endesa is also the naming rights partner of the women’s Liga Femenina.
It is understood that the Covid-19 pandemic played a big role in Endesa’s strategic shift, with on-the-ground activation opportunities now more limited.