Euroleague Basketball and Adidas extended their existing relationship that will expand the world-class sports brand’s commitment to European club basketball: the Turkish Airlines EuroLeague, the 7Days EuroCup and the Euroleague Basketball Adidas Next Generation Tournament.

The renewal coincides with this season’s launch of a new era in European basketball and lengthens the relationship to five years.


Under the expanded agreement, Adidas will strengthen its continuous support of young players through the Euroleague Basketball Adidas Next Generation Tournament, where the European stars of the future gather in four tournaments each season, featuring talent-generating clubs competing for places in the ANGT Finals during Final Four weekend each spring.

“We are extremely happy for the confidence Adidas has again put in all our competitions,” Jordi Bertomeu, Euroleague Basketball president & CEO, said. “Creativity and innovation are values that run strong in the DNA of both Adidas and Euroleague Basketball. And both are core pillars in our efforts together when building such strategic partnership in order to reach younger fans and millennials through innovative storytelling.”

“Creating a platform for players to further their careers is key to our mission in growing the game,” Michael Ladinig, Adidas senior director sports marketing of global basketball, said. “By continuing to partner with Europe’s top talent, we’re proud to represent some of the world’s best clubs and players through our unique design approach and latest on-court innovations.”

Photo courtesy Adidas