Euroleague Basketball and IMG have announced a landmark extension of their partnership, ensuring collaboration through the 2035-36 season. This renewal builds on a highly successful venture launched in 2016, which has driven significant growth for European basketball.
The partnership’s extension comes well ahead of the original agreement’s expiration, signaling a strong commitment to the shared vision of both organizations. Since its inception, the joint venture has elevated the global profile of Euroleague Basketball while delivering innovative fan experiences.
“This renewal marks a pivotal moment in our shared journey with IMG. Together, we have revolutionized European basketball and set new benchmarks for fan engagement and media production,” said Euroleague Basketball CEO Paulius Motiejunas. He emphasized the league’s focus on providing even greater experiences to its expanding global audience.
IMG will continue as the exclusive live event production partner, overseeing media rights distribution, brand partnerships, and strategic consulting. Additionally, IMG will enhance digital services and streaming capabilities to sustain the league’s rapid growth.
Adam Kelly, President of Media at IMG, highlighted the achievements of the collaboration, stating, “We are proud of the transformational growth we have achieved in partnership with Euroleague Basketball. European basketball has never been in a stronger position, and we are committed to delivering even greater value for years to come.”
The partnership began in November 2015 as a groundbreaking 10-year agreement designed to manage the commercial media rights of Euroleague Basketball competitions. It introduced a new competition model for the EuroLeague, which became a true league format where all teams face one another. This change has significantly boosted audience engagement and established Euroleague Basketball as a global sporting spectacle.
In a related development, TKO Group Holdings announced its acquisition of IMG from Endeavor in October 2024. This acquisition, expected to be finalized in 2025, will include IMG’s partnership with Euroleague Basketball, ensuring continuity of their shared vision for growth.
