Euroleague Basketball, the organizer of top European club competitions, has secured a new partnership with Motorola, the telecoms firm owned by technology company Lenovo, until the end of 2026.

Under the deal, the brand will become a premium partner for both the top-tier EuroLeague and second-tier EuroCup club competitions for the duration of the contract.

During this time, Motorola will receive prominent brand visibility at all EuroLeague and EuroCup games in-arena and during broadcasts, as well as across the competitions’ digital platforms and content.

As part of the deal, the pair will work on further initiatives using Lenovo and Motorola’s infrastructure of technological capabilities.

The deal adds to Motorola’s growing portfolio of sport sponsorship investments, which includes partnerships with motor racing’s Formula 1 and Ducati Corse, NBA’s Chicago Bulls and Milwaukee Bucks, Spanish soccer’s LaLiga, and baseball’s San Diego Padres.

The deal also comes two months after Euroleague Basketball extended its partnership with OlyBet, the online betting operator in the Baltic countries until the end of the 2024-25 season.

Lara Rodini, Lenovo’s global sponsorship and activation director, said: “We are entering a tremendous opportunity, through the sponsorship of the EuroLeague and EuroCup. This partnership will also allow Motorola to create exclusive content and engage fans worldwide.”

Read more: How the EuroLeague is altering its business model to maintain relevance.