IMG has renewed a long-running contract with EuroLeague Basketball, the premier basketball tournament in Europe.
The sports media rights management agency will continue as a key commercial partner to EuroLeague Basketball for the next 10 years, until the 2035/36 season.
This serves as a direct renewal of the duo’s previous 10-year agreement, signed in 2015.
IMG’s primary task is managing the commercial rights of the EuroLeague’s two flagship competitions, the Turkish Airlines EuroLeague and the BKT EuroCup.
“This renewal marks a pivotal moment in our shared journey with IMG,” said Paulius Motiejunas, Euroleague Basketball CEO.
“Together, we have revolutionised European basketball and set new benchmarks for fan engagement and media production.
“Looking ahead, the Euroleague Basketball organisation and its shareholders are committed to continuing this successful partnership and bringing even greater experiences to our growing fanbase.”
The partnership comes at a time of heightened interest in basketball across Europe, with engagement rising outside the sport’s traditional European markets of the Baltics, Balkans and Eastern Europe.
In the UK, for example, the British Basketball League (BBL) has rebranded as Super League Basketball following improved stadium attendance and media engagement.
On a pan-European level, the EuroLeague broke its all time attendance record last year and has maintained strong media visibility for its competitions via deals with the likes of DAZN.
The arrangement also comes at a significant time for IMG, coming off the back of partnership renewals with the NHL, Dutch Eredivisie and others last year, and its acquisition by TKO Group Holdings in October 2024.
“We are proud of the transformational growth we have achieved in partnership with Euroleague Basketball,” remarked Adam Kelly, President of Media at IMG.
“Together, we have significantly increased revenues and reach and reimagined the fan experience through enhancements across commercial partnerships, state-of-the-art production, competition structure, digital, streaming, and data.
“European basketball has never been in a stronger position, and we are committed to building even greater value for the league, competitions, clubs, partners, and fans for years to come.”
