Euroleague‘s Sponsorship Model Fuels Revenue Growth, Secures Long-Term Deals
Basketball’s Euroleague is experiencing a surge in sponsorship revenue, driven by a strategic shift towards fewer, higher-value partnerships – a model described as a “flat-top pyramid” by industry observers. The league has secured significant deals with brands like Visa and extended key relationships with IMG, signaling a triumphant restructuring of its commercial approach.
This evolution comes as the sports industry increasingly recognizes the benefits of prioritizing quality over quantity in sponsorship portfolios. The Euroleague’s success offers a blueprint for other sports properties seeking to maximize revenue and build lasting brand connections, notably within a rebounding tourism sector eager to align with high-profile events. The league’s focus on strategic partnerships is projected to continue driving growth through 2036 and beyond.
Recent deals demonstrate the effectiveness of this strategy. Visa joined the Euroleague’s portfolio in December 2024, reflecting a move towards securing fewer, more impactful sponsors. IMG extended its partnership with the euroleague to 2036, demonstrating confidence in the league’s continued growth and commercial viability.
The Euroleague has also expanded its reach into the Middle East, securing a five-year play in the region and partnering with Dubai BC, who engaged M+C Saatchi to manage their Euroleague initiatives. This expansion, coupled with the overall sponsorship success, is fueled by a post-COVID boom in the tourism sector, which is increasingly investing in sports partnerships.
The league’s sponsorship restructure has demonstrably “borne fruit,” according to SportBusiness Sponsorship, with increased revenue and a more stable commercial foundation. This success is underpinned by a focus on delivering value to sponsors and cultivating long-term relationships.
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Host: Frank Dunne
Contributors: Ben Cronin
Editor: Snow Lehmuskallio
Sources:
- EuroLeague sponsorship restructure bears fruit | SportBusiness Sponsorship
- Euroleague Basketball in five-year Middle east play | SportBusiness Sponsorship
- Dubai BC hires M+C Saatchi for EuroLeague | SportBusiness Sponsorship
- Less is more for EuroLeague as Visa joins portfolio | SportBusiness Sponsorship
- tourism sector provides growth for sport in post-Covid boom | SportBusiness Sponsorship
- IMG retains euroleague business to 2036 | SportBusiness Sponsorship
