Euroleague Basketball, the organiser of top European clubs competitions, will take its long-standing partnership with Turkish sports betting operator Nesine to a decade after agreeing a renewal today.

The extension, the second to be agreed by the two parties since joining forces, will run until 2025.

Nesine first became the official national betting sponsor of Euroleague Basketball in Turkey in 2015.

Euroleague Basketball said Nesine has “played a huge role” in promoting basketball in Turkey by enhancing fan engagement at games in the country.

Nesine will continue to have a strong presence at games in the top-tier EuroLeague through in-arena brand exposure and digital exposure.

The betting company will also roll out more fan engagement initiatives.

Euroleague Basketball claims that interest in the EuroLeague and second-tier EuroCup in Turkey have both grown 21 per cent over the past two years.

Turkey is represented in the EuroLeague by Fenerbahce and Anadolu Efes, with the latter crowned champions for the first time last season.

Jordi Bertomeu, Euroleague Basketball president and chief executive, said: "The partnership between Euroleague Basketball and Nesine is a win-win collaboration that has already led to six years' worth of increased exposure and fan engagement for both parties.”

The extension with Nesine is the latest renewal secured by Euroleague Basketball during the Covid-19 pandemic, with a deal also signed in May with Winline, the Russia-based online betting company, for a further three years.

Meanwhile, North America’s NBA has teamed up with merchandising partner Fanatics, the US online sportswear and equipment retailer, to open its first official store in the UK.

The two-floor store is located in Soho in London and features an extensive range of official NBA and WNBA merchandise and memorabilia, including exclusive NBA products, apparel, jerseys, headwear, sporting goods, toys and collectibles from brands such as Mitchell & Ness, New Era, NIKE and Wilson. 

The store also features a customisation service where fans can personalise NBA jerseys and hats for all teams.

The new store is being operated by retail giant Lids, which is partly owned by Fanatics. 

As part of the NBA’s tie-up with Fanatics, three additional stores operated by Lids around the world are scheduled to open in the next 18 months.

Fanatics has a long-term merchandising and licensing deal with the league which was signed in 2015.

The London outlet has been opened ahead of the NBA’s 75th anniversary season next year.

Zohar Ravid, general manager of Fanatics’ international business, said: “The NBA is becoming increasingly popular in the UK, and we have seen some really strong growth across our online sites, with UK sales on NBAStore.eu growing significantly in the last five years.

“Opening the first-ever physical NBA retail store in London, combining our vertical product and ecommerce strengths with Lids’ high street execution, is a logical step and clearly within Fanatics’ strategy of expanding teams’ and leagues’ omnichannel presence so fans globally are served in the best way.”

The UK outlet becomes the NBA’s seventh official store, joining those in Brazil, China, Italy, Mexico and Qatar, in addition to the flagship store in New York in the US.