Euroleague Basketball and Visa have announced a significant multi-year partnership.

Visa is now the official payment partner for the Turkish Airlines EuroLeague and the BKT EuroCup, Europe’s top men’s basketball competitions, through the 2026-2027 season.

This collaboration promises exciting benefits for Visa cardholders, including exclusive promotional offers, discounts, and premium hospitality packages for marquee events like the Final Four in May 2025.

The partnership also includes prominent branding opportunities for Visa, with its logo featured during EuroLeague and EuroCup games, both in arenas and on broadcasts, as well as across the competitions’ digital platforms and content.

Visa and Euroleague aim to enhance the fan experience by expanding contactless payment solutions in arenas, creating a smoother game-day experience for basketball enthusiasts.

Gawain Davies, Chief Commercial Officer at Euroleague Basketball, stated: “We are excited to partner with Visa. This is a groundbreaking partnership for Euroleague Basketball and an excellent opportunity for Visa to connect with the basketball community.

“Visa’s commitment to removing barriers and connecting people within the digital payment ecosystem aligns perfectly with Euroleague Basketball’s mission to deliver unforgettable moments to our growing, passionate, and global audience.”

Kim Kadlec, Visa Europe’s Chief Marketing Officer, echoed this sentiment, saying: “We are excited to partner with Euroleague Basketball. Sport is a highly important component of European culture, and we are proud to sponsor some of the region’s most exciting competitions and tournaments.

“Key sporting events – such as Euroleague Basketball – are a great way for us to connect fans across the world with their passions, driving meaningful connections and exceptional experiences.”