Turkish Airlines EuroLeague gains confidence with Head & Shoulders as sponsor

Euroleague Basketball is proud to announce that one of the world's best-known personal care brands, Head & Shoulders by Proctor & Gamble, has become the newest sponsor of the two top European basketball club competitions, the Turkish Airlines EuroLeague and the 7DAYS EuroCup. Already a strong supporter of the sport, Head & Shoulders is taking another step forward as a patron for basketball by uniting with the premier competition on the Old Continent.

The confidence of a corporate giant in the opportunities offered by Euroleague Basketball for connecting with passionate fans of the sport furthers Euroleague Basketball's continuing strategy of attracting the best brands to the mission of lifting European basketball to new heights in audience, reach and sustainability. After changing the format of its competitions last season, Euroleague Basketball reached an accumulated audience of almost 3 billion between television and digital platforms.

"We are very happy for the confidence that Head & Shoulders and Procter & Gamble have shown in our League," Mr. Jordi Bertomeu, Euroleague Basketball President and CEO, said. "Having two of the most important brands in the world on board shows enormous interest in basketball on a global basis and we are proud that Head & Shoulders identifies Euroleague Basketball as the perfect partner."

Procter & Gamble Turkey and Caucasus Chairman Tankut Turnaoğlu said: "At P&G we are very proud to be one of the most supportive companies for sports in the world. Recently we announced our support for the Turkish National Men’s Basketball Team. Today, we are taking one step forward in our support of basketball with our sponsorship of Euroleague Basketball. Head & Shoulders has been identified with basketball and provided continuous support in the development of basketball in Turkey for many years now. We are glad to work on projects that contribute to the confidence of the players."