Euroleague Basketball has announced a new deal to make Dafabet its premium sports betting partner in Asia during the 2020-21 season for both the Turkish Airlines EuroLeague and the 7DAYS EuroCup.

Dafabet, which has made a habit of investing in the most prestigious sports properties around the world, will be taking its first steps in basketball with the EuroLeague and the EuroCup. The partnership agreement includes the use of Euroleague Basketball intellectual property rights in Asia as well as brand integration in EuroLeague and EuroCup game broadcasts. Likewise, Dafabet will become a visible presence in digital and social media content for both competitions.

Its agreement with Dafabet comes on the heels of Euroleague Basketball making India-based BKT a premium partner, as well, showing that its competitions have vast appeal that knows no borders.

“We are extremely gratified that Dafabet is joining our family of partners and recognizes our ability to deliver a wide and diverse audience of devoted fans,” Jordi Bertomeu, Euroleague Basketball’s President and CEO, said. “The fact that they and other partners are coming to us from well outside our traditional markets shows again that the passionate brand of basketball played in the EuroLeague and the EuroCup is attractive well beyond the countries where our teams play their games.”

By coming together with Dafabet, Euroleague Basketball is joining a roster of prestigious sporting sponsorships associated with its new partner, including clubs of the English Premier League, Spanish La Liga and Scottish Premiership in soccer as well as some of the biggest names in snooker, cricket, boxing, mixed martial arts and motorsports.

“This agreement with Euroleague is our first step into basketball, and we look forward to a long and successful partnership with a very professional organization,” Dimitris Karatzas, CEO of Dafabet, said.

“We’re very proud to be partnering with Euroleague,” John Cruces, Dafabet Head of Sponsorships, added. “Basketball is viewed worldwide and one of the most followed sports across all continents. By partnering with Euroleague Basketball, we believe it will help us increase our global footprint.”