Euroleague Basketball has officially ended its 15-year title partnership with Turkish Airlines, ushering in a rebranded era under the standalone “EuroLeague” name.
The announcement marks the conclusion of one of global sports’ most recognizable naming rights deals, which began in 2010 and shaped the identity of Europe’s top basketball competition for over a decade.
The decision aligns with a wider strategic overhaul designed to enhance the League’s commercial independence and global positioning.
“This is more than a name change—it’s a declaration of intent,” said Euroleague Basketball CEO Paulius Motiejunas in a statement.
The 2024–25 season, capped by Fenerbahce’s championship win in Abu Dhabi, marked the final campaign under the Turkish Airlines banner. Fenerbahce defeated Monaco in the title game, securing their first EuroLeague crown since 2017.
According to Euroleague Basketball, the move toward a clean, sponsor-free league name better reflects its maturity and global ambitions.
This next phase of growth will include deeper engagement in emerging markets and the expansion of its elite club roster.
The League also emphasized its gratitude toward Turkish Airlines, acknowledging their role in elevating the brand to new international heights.
Euroleague Basketball plans to strengthen its presence across all platforms through strategic partnerships that prioritize innovation and visibility.
The new branding will be implemented ahead of the 2025–26 season, with updated visual assets and media campaigns to follow.
The 2024–25 season, the 25th under the modern EuroLeague format, also made history by holding its Final Four outside Europe for the first time.
Etihad Arena in Abu Dhabi hosted the season-ending tournament, further illustrating the League’s push toward global markets.
