Endesa to continue powering EuroLeague, EuroCup

Endesa, a leading company in the electricity sector, has doubled down on its commitment to Euroleague Basketball by extending its partnership with the organizer of the Turkish Airlines EuroLeague and 7DAYS EuroCup into the 2020-21 season.

During three successful seasons together, the Spanish company has been a constant presence on EuroLeague and EuroCup courts in its home country as an official regional sponsor of Euroleague Basketball. That presence will be enhanced with the new agreement, which also builds upon the comprehensive media and digital activation plans that provide Endesa with great exposure and consumer engagement by integrating its brand with top basketball content across multiple media outlets.

"We are proud that such an important sector leader as Endesa has seen its investment in Euroleague Basketball rewarded and continues to believe in the opportunities offered by the EuroLeague and the EuroCup going forward," Jordi Bertomeu, Euroleague Basketball President and CEO, said. "Just as Endesa provides electricity to millions, its commitment to basketball empowers our sport in ways that make the communities we both serve better off and more energetic."

"The ongoing collaboration with top-level partners like Euroleague Basketball allows us to proudly confirm that we are the engine of basketball in Spain as we fully support our teams wherever they compete," José Bogas, Endesa CEO, stated. "The vertiginous evolving rhythm of the collaboration between basketball and its partners bring us the possibility to be pioneers in all the different areas we participate, showing once again that the innovation formula is totally integrated into Endesa's DNA."

Endesa's second sponsorship agreement adds to the consistent renewal rate among companies in the Euroleague Basketball partnership program. On average, those partnerships now have a tenure of eight years each. Such loyalty speaks to the efficiency of Euroleague Basketball's bespoke account management, which uses enhanced services and engagement in the creative, events and business intelligence areas to serve as an extension of the brand marketing and sales departments of its partners.

As a result of their sustained growth, especially in Western Europe, Euroleague Basketball competitions are seen by global and regional brands as a powerful engagement platform for their consumers. That growth was evident even in the pandemic-shortened 2019-20 season, which nonetheless boasted a year-on-year average increase of 15% in fan interest across all Euroleague Basketball markets, according to Nielsen Sports.