German sportswear company Adidas has extended its partnership with the Euroleague Basketball organisation.
Euroleague Basketball operates the Euroleague and Eurocup club competitions, as well as the Next Generation Tournament, which Adidas title sponsors.
The renewal will lengthen the existing relationship to five years, although its precise length was not disclosed.
An aspect of the continued alignment will also see a new video series documenting players’ achievements called Here To Create. Each episode will highlight specific insights into how players prepare for, conceive and execute high-level plays.
Under the expanded agreement, Adidas will also continue to support young players through the Next Generation Tournament, where European youth players gather in four tournaments each season to compete for places in the ANGT Finals during Final Four weekend each spring.
Adidas serves as a second-tier premium partner of Euroleague Basketball alongside 7Days and Dogus.
“Creating a platform for players to further their careers is key to our mission in growing the game,” Michael Ladinig, Adidas senior director, said. “By continuing to partner with Europe's top talent, we're proud to represent some of the world's best clubs and players through our unique design approach and latest on-court innovations.”