Euroleague Basketball and Motorola have announced a multi-year sponsorship agreement that will make Motorola the premium Mobile Smartphone Partner of both premier European basketball club competitions, the Turkish Airlines EuroLeague and the BKT EuroCup, throughout 2026. The news will be announced officially, on January 9 at one of the Turkish Airlines EuroLeague’s classic rivalries between powerhouses Bayern Munich and Real Madrid.
“We are thrilled to welcome Motorola and Lenovo to our growing family of strategic partners,” Paulius Motiejunas, Euroleague Basketball CEO, said. “Just like Euroleague Basketball, Motorola is widely known for a rich history, innovation and passion. We are looking forward to joining forces in a mission to bring people together through technology and sport.”
Motorola, a Lenovo company since 2014, has been at the forefront of innovation as a key factor in the transformation of smartphone technology. Euroleague Basketball, known for its premier basketball competitions across Europe, has consistently prioritised its fans and the unique atmosphere generated during its games. The collaboration with Motorola confirms this commitment, with a focus on meeting the evolving needs of the final user – the passionate basketball enthusiasts who make Euroleague events truly special.
Euroleague Basketball is the latest major global sports partnership agreed to by Motorola and Lenovo, joining other great organisations like Formula 1®, Ducati Corse, the Chicago Bulls, the Milwaukee Bucks, La Liga and the San Diego Padres, among others.
Fabio Capocchi, EMEA MBG General Manager, comments on the sponsorship: “In 2023, we saw tremendous success across EMEA for collaborations and partnerships that resonated with consumers’ passion points. And now, we’re kicking off the new year by becoming a sponsor of the Turkish Airlines EuroLeague and BKT EuroCup, the top European competitions for basketball clubs. This is a momentous occasion for Motorola and an important milestone in our brand evolution.”
Fabio Capocchi added further: “We strive to be a consumer-first brand and through our latest partnership, we can connect with consumers across the Euroleague community and empower them to live life through their own lens and passions. We’re thrilled to partner with Euroleague Basketball and bring to life our joint ambition of being generators of positive change.”
Lara Rodini, Global Sponsorships & Activation Director at Lenovo: “We are delighted to announce this new partnership with Euroleague Basketball, which underlines once again the importance for our company to be part of the sporting world to improve our brand awareness and positioning on a global stage. The two companies share important common values such as passion, strong motivation, dedication, focus on results and team spirit, and we will partner together in a world where fans represent a long story of human, sporting, social and ethics values.”
Lara Rodini continues: “We are entering a tremendous opportunity, through the sponsorship of the Turkish Airlines EuroLeague and the BKT EuroCup, to connect thousands of people – passionate followers living in various countries – by giving the possibility to tell their story as they see it. This partnership will also allow Motorola to create exclusive content and engage fans worldwide to celebrate the excitement of the best of European basketball and to build lasting, impactful moments”
As part of the agreement, the global and iconic Motorola brand will be displayed across all EuroLeague and EuroCup games, in-arena and in-broadcast, as well as in the competitions’ digital platforms and content.
Further initiatives designed to elevate the experience of EuroLeague and EuroCup fans through the wider Lenovo and Motorola infrastructure of technological capabilities will be announced at a later date.
“I am thrilled to announce our partnership with Motorola, one of the most iconic mobile technology brands, that shares our core values of a fan-centric approach and continuous innovation. Euroleague Basketball takes pride in its extensive presence across the region, making us one of the few brands properties capable of delivering a truly pan-European platform,” states Gawain Davies, Euroleague Basketball Senior Director Corporate Partnerships & Licensing. “We look forward to working collaboratively with Motorola to deliver an enhanced experience for Euroleague fans across our diverse markets.”
This collaboration between Euroleague Basketball and Motorola signifies a shared dedication to pushing the boundaries of innovation while keeping fans at the heart of the game. As the partnership unfolds, both organisations are excited to introduce groundbreaking advancements that will enhance the fan experience in the world of European basketball.
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