The SportBusiness Podcast30 Okt 2025

‘Flat-top pyramid’ structure pays off for basketball’s Euroleague

Welcome to Inside the Deal, the podcast which gets under the hood of the most interesting deals taking place in the global sports industry.

This week, Frank Dunne talks to Ben Cronin about the new sponsorship deals between basketball’s Euroleague and Abu Dhabi’s Department of Culture and Tourism, for the brands Etihad Airways and Experience Abu Dhabi.

Ben Cronin provides a detailed breakdown of the deals and explains why the Euroleague decided to move away from having a single title sponsor to having two presenting partners, the so-called ‘flat-top pyramid’ structure. He also explains why the Abu Dhabi brands eclipsed the league’s long-term title partner, Turkish Airlines.

The pair discuss how the new deals fit into Euroleague’s overall sponsorship portfolio and why brands from the booming tourism and travel sector are attracted to the league.

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Host: Frank Dunne

Contributors: Ben Cronin

Editor: Lumi Lehmuskallio

Sources:

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