Euroleague Basketball has formed a partnership with MaxBet, which becomes the premium betting partner of the Turkish Airlines EuroLeague and the 7DAYS EuroCup in Serbia and Montenegro.

The collaboration gives the casino ‘prominent’ on-court presence in EuroLeague and EuroCup games, as well as looking to engage fans with contests and promotions involving merchandise and game tickets.

Roser Queralto, Euroleague Basketball’s Chief Business Officer, noted: “We are excited to see all the plans we will develop together with MaxBet come to fruition as Serbia and Montenegro are two traditional Euroleague Basketball markets with legions of fans supporting and enjoying our competitions.”

MaxBet now has around 400 gaming locations, as well as online channels, as the company aims to boost its brand presence within sports.

“We are very proud to have entered into a partnership with Euroleague Basketball and we eagerly look forward to implementing all our joint plans,” added Darko Živanov, CEO of the firm.

“We always strive to go a step further and offer our players more. We are glad to have the opportunity to enable them to have even more fun when watching major and important competitions in basketball, a sport which is traditionally enjoyed with a lot of enthusiasm and passion in this region.”

Serbia and Montenegro have three representatives in Euroleague Basketball competitions. ABA League Champion Crvena Zvezda mts Belgrade is participating in the Turkish Airlines EuroLeague while Partizan NIS Belgrade and Buducnost VOLI Podgorica compete in this season’s 7DAYS EuroCup.

Earlier this year, the basketball league launched its new EuroLeague Instant Legends offering in collaboration with IMG Arena. The new product line, which was created by Leap Gaming, used official vintage footage from top players over the past 10 years to create instant betting events via randomly grouped clips.

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