The European major professional basketball competition, Euroleague Basketball has announced a four-year extension with the global sportswear giant, adidas.
Building on more than a decade of engagement since their initial partnership in 2014, the extended agreement emphasises adidas’ role as a driving force in European basketball and reinforces its commitment to defining sport’s future at both the professional and grassroots levels.
As the naming partner of the adidas NextGen EuroLeague, adidas will continue to play an important role in nurturing Europe’s upcoming talents, confirming a shared goal with Euroleague Basketball to build the game from the ground up. The tournament has established the standard for displaying emerging talent, ideally linked with adidas’ commitment to providing chances for the next generation of athletes. Since 2022, adidas has increased its presence by fielding adidas-branded teams at each Qualifier, bringing together some of Europe’s most promising talents.
Gawain Davies, Euroleague Basketball Chief Commercial Officer, said, “adidas has been a fundamental partner in growing Euroleague Basketball for more than a decade, and together we have elevated both the professional and grassroots levels of basketball. Their commitment to youth development through the adidas NextGen EuroLeague competition, together with their support across the EuroLeague, makes this collaboration unique. We are excited to continue this journey with adidas through the 2028–29 season.”
Cameron Mason, Senior Director of Sports Marketing Basketball at adidas, said, “At adidas, we believe the future of basketball belongs to the next generation. Our partnership with Euroleague allows us to not only invest in young athletes but also celebrate the culture and rivalries that make the game so powerful. Together, we are creating moments that inspire players and fans alike across Europe.”
In addition to youth development, the renewed arrangement will highlight programs that bring fans closer to the game, such as the Rivalry Series, which elevates one key EuroLeague fixture each round by celebrating historic clashes and season-defining moments throughout social, digital, and broadcast platforms, as well as adidas’ continued support of the EuroLeague Final Four, the pinnacle event of European club basketball.
Euroleague Basketball and adidas reaffirm their dedication to building the game from the ground up, motivating the next generation of players, and magnifying the spirit of European basketball culture.
