Euroleague Basketball, Europe’s premier professional basketball competition, has announced the extension of its partnership with Uludağ Beverage, a leading Turkish soft drink brand, for an additional three seasons.
The renewed agreement will run through the 2026-27 season, strengthening a collaboration that began in 2019.
Under the terms of the expanded partnership, Uludağ Beverage is elevated to the status of a global partner for both the Turkish Airlines EuroLeague and the BKT EuroCup. This elevated role provides increased branding visibility across in-arena spaces, live broadcasts, and digital platforms associated with Euroleague Basketball, further connecting the brand with basketball fans worldwide.
Commenting on the occasion, Gawain Davies, Chief Commercial Officer of Euroleague Basketball, said, “We are very pleased to renew our partnership with such a distinguished brand as Uludag Beverage, which demonstrates once again the trust and dedication of our partners. The Euroleague’s global audience is an ideal match for the international reach Uludag Beverage has achieved. This partnership brings a mutual benefit that will help both organizations reach new heights.”
Ömer Kızıl, Vice Chairman of the Board of Uludağ Beverage, added, “As Uludağ İçecek Türk A.Ş., we are proud to announce a new three-year global partnership. With this Euroleague Basketball agreement, our brands Uludağ Gazoz and Frutti Extra will now be showcased in the Turkish Airlines EuroLeague and the BKT EuroCup reaching an international audience. Euroleague Basketball, Europe’s premier basketball organization, is thrilled to partner with both of our brands. We place a high value on long-term sponsorships, and since 2019, we’ve transitioned our regional sponsorship into a global one for another three years, reaffirming our commitment to our strategic vision.”
Founded in 1930, Uludağ Beverage is celebrated for its iconic Uludağ Gazoz, a refreshing carbonated lemonade made with natural spring water from the Uludağ Mountain. Over the decades, the company has diversified its portfolio to include mineral water, fruit juices, and energy drinks, maintaining a focus on innovation and quality. Its products have become staples in Turkey and are increasingly gaining recognition in international markets.
This renewal underscores Euroleague Basketball’s appeal as a leading sports property, attracting a roster of distinguished partners, including Giorgio Armani, Spalding, Fantaking, FanCode, DenizBank, Panini, VatanMed, BKT, Motorola, adidas, and Turkish Airlines.
The continued collaboration with Uludağ Beverage reinforces the competition’s global profile and highlights the shared vision of bringing the excitement of European basketball to fans worldwide.