Euroleague Basketball presents new brand identity

Euroleague Basketball unveiled its brand new fresh visual identity that will present the organization and its both competitions – the Turkish Airlines EuroLeague and the 7DAYS EuroCup – starting the 2016/17 season. 
The iconic e-ball, which was central within the organization and its premium property, the Turkish Airlines EuroLeague brand for the last 10 years, expands now its presence taking over the 7DAYS EuroCup, completing one single basketball universe that integrates the best amongst the best in European club basketball.

In an effort to reflect the evolution that the competitions will experience starting October, the e-ball also evolved to a new fashion which keeps the essence and the recognition of the EuroLeague brand while also adapting to modern trends and audiences with a simpler, younger and digital-first approach.

EuroLeague’s and EuroCup’s typography has also evolved to a modern and owned font, highlighting the distinctive elements of both competitions, the L for EuroLeague to celebrate the first ever rround robin European wide league in any sport, and the C for EuroCup, which adapts a very similar format to the one of the former EuroLeague.
Celebration happened to be double as the Euroleague Basketball proudly presented the EuroCup´s new naming sponsor, 7DAYS, property of international company Chipita, which ranks amongst the fastest growing food companies, and owns multiple internationally recognized brands and delivers its products to consumers in 66 countries.

“We couldn’t have a better start of the 2017-18 season” Jordi Bertomeu, President & CEO at Euroleague Basketball said. “We have a great new product with the EuroLeague and EuroCup, an exciting brand to present it, and also a new partner, 7DAYS, that once again trusts Euroleague Basketball to connect with the fans. The 2016-17 season will truly be a turning point for European clubs basketball.”

Euroleague Basketball’s new identity was brought to live in collaboration with brand experts teamup and design agency Twelfthman. Euroleague Basketball will share more details around the evolution of the Leagues’ positioning in the upcoming months ahead of the new 2016/17 season.