Euroleague Basketball and IMG have announced the renewal of their partnership agreement. This extended collaboration will run through the 2035-36 season, building upon the success of their joint venture launched in 2016.

The decision to renew the partnership for an additional 10 years, well ahead of the original agreement’s expiration, reflects the strength of the partnership and follows significant achievements over the past eight seasons IMG said, adding that the joint venture has been instrumental in elevating Euroleague Basketball’s global presence and delivering exceptional viewing experiences for fans worldwide.

“This renewal marks a pivotal moment in our shared journey with IMG. Together, we have revolutionised European basketball and set new benchmarks for fan engagement and media production,” said Paulius Motiejunas, Euroleague Basketball CEO.

“Looking ahead, the Euroleague Basketball organisation and its shareholders are committed to continuing this successful partnership and bringing even greater experiences to our growing fanbase.”

Under the renewed agreement, IMG will continue to drive long-term growth for the league through media rights distribution – an area that IMG said has seen “remarkable” growth since the inception of the partnership – brand partnerships, strategic consulting, digital services, and streaming.

IMG will also continue as the exclusive live events broadcast production partner, further advancing best-in-class production standards that have become a hallmark of sports competitions.

Adam Kelly, President, Media, IMG, added: “We are proud of the transformational growth we have achieved in partnership with Euroleague Basketball. Together, we have significantly increased revenues and reach and reimagined the fan experience through enhancements across commercial partnerships, state-of-the-art production, competition structure, digital, streaming, and data. European basketball has never been in a stronger position, and we are committed to building even greater value for the league, competitions, clubs, partners, and fans for years to come.”

The partnership between Euroleague Basketball and IMG began in November 2015 with the signing of a groundbreaking 10-year joint venture. This collaboration was designed to manage the commercial media rights of Euroleague Basketball competitions, enhance media content production and distribution, and provide wide-ranging support programming. The aim was to expand Euroleague Basketball’s global footprint while delivering a world-class viewing experience for basketball enthusiasts.

In its first season, the joint venture created a new competition model for the Turkish Airlines EuroLeague,. This league format, in which all teams compete against each other, has driven exponential growth in audience engagement and established Euroleague Basketball as a premier global sporting spectacle, IMG said.

With this renewed agreement, Euroleague Basketball and IMG seek to maintain their commitment to innovation, excellence, and the continued growth of European basketball on the global stage. In October 2024, TKO Group Holdings, Inc. announced it is acquiring IMG from Endeavor. The transaction is expected to be completed in the first half of 2025 and will include the Euroleague Basketball joint venture.