The Turkish company already has a major presence in European basketball, by sponsoring numerous domestic leagues, and having previously held the same position of Presenting Sponsor at EuroBasket 2011 in Lithuania.
The announcement this week is simply the renewing of an already strong partnership.
“Basketball is a truly global sport with great values,”
said Levent Cakiroglu, the President of Beko’s parent company, the Arcelik Group.
“National team basketball is the pinnacle of the sport and gives a lot of additional interest and emotion in the countries. The energetic nature of basketball coincides with the ‘dynamic and young’ character and brand identity of Beko.”
In addition to EuroBasket, Beko will also be the Presenting Sponsor at the 2014 World Cup in Spain.