EuroLeague is widely recognised as the most prestigious men’s basketball league in Europe. Each year, 18 teams compete to earn the coveted title of EuroLeague Champions. Since 2010, Turkish Airlines has served as the naming sponsor of EuroLeague.
On the 25th of May, Fenerbahçe Beko won the final game against AS Monaco, 81-70, and thereby became the 2025 Champions. The third place was claimed by Olympiacos after defeating Panathinaikos AKTOR, 97-93.
A Slam Dunk for Turkish Airlines’ Brand Strategy?
In 2024, Skytrax named Turkish Airlines the Best Airline in Europe. With this acclaimed title, the airline’s 15-year sponsorship of the EuroLeague takes on even greater significance. Turkish Airlines seems to have seized the opportunity to strengthen its position as a major player on the European stage.
Speaking on the competition, the Chief Commercial Officer of Turkish Airlines Ahmet Olmuştur said:
As the airline flying to more countries than any other, we are aware of sports’ role in bringing people together, perfectly aligned with Turkish Airlines’ mission of uniting people, cultures and countries. Turkish Airlines has been the title sponsor of the Turkish Airlines EuroLeague since 2010 and proudly celebrates the 15th year of this partnership. As the top-tier men’s league in Europe, this tournament brings the best teams and players, establishing an atmosphere of solidarity and competition, befitting the spirit of sports. In this context, we congratulate Fenerbahçe Beko for its 2025 Turkish Airlines EuroLeague championship. We will continue to support sports in all branches all around the world and bridge cultures and continents all around the globe.
Miles as Awards
The awards presented as a part of the league were tailored to reflect Turkish Airlines’ sponsorship as well. Nigel Hayes-Davis from Fenerbahçe Beko received an award of 1,000,000 Miles&Smiles Miles for being the Most Valuable Player (MVP) of the final game. Khem Birch from Fenerbahçe Beko, who won the title ‘Turkish Airlines Flight Time Champion’ for spending an impressive 1.793 seconds in the air, was awarded 179,300 Miles.
Miles&Smiles, Turkish Airlines’ loyalty programme, allows passengers to redeem Miles for award flight tickets, cabin class upgrades, extra baggage, and seat selection. While Miles are ordinarily earned through flights and transactions with Miles&Smiles programme partners, turns out, winning in the EuroLeague is one of the most rewarding ways to collect Miles!
Turkish Airlines’ long-standing sponsorship of the EuroLeague highlights how aviation can help sports take flight, creating unique opportunities for brand visibility and fan engagement.
Which aspect of Turkish Airlines’ involvement in the EuroLeague do you find most interesting? Share your thoughts in the comments below!
