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Infront signs tech giant Lenovo as new main sponsor of Turkish Basketball Super League

2 min read

Chinese technology company to bring innovation to 2018/19 Tahincioğlu Basketball Super League season

Istanbul, Turkey – Infront, as exclusive global media and marketing partner of the Turkish Basketball Federation (TBF), has secured Lenovo, the world's leading PC company, as main sponsor for the upcoming season of the Tahincioğlu Basketball Super League, one of the best basketball league in Europe. The agreement, which will run until the end of the 2018/19 season, was announced on Wednesday at a press conference in Istanbul, Turkey.

Through this agreement, Lenovo will have significant exposure, with its logo featured on the court at more than 250 matches. In addition, the league’s top players will star in Lenovo’s upcoming marketing campaigns.

Technology at the service of the league

Lenovo will apply its technology-based vision and expertise to the Tahincioğlu Basketball Super League in order to boost fan engagement and ensure entertainment during the game.

The company will enhance the digital and technological footprint of the league by supplying the clubs with devices and products including tablets, computers, cameras and display screens.

Significant economic growth

This is a further sign of the economic growth that the Tahincioğlu Basketball Super League is achieving.

Since 2014, when Infront started working with the Turkish Basketball Federation, the average media rights value of the Tahincioğlu Basketball Super League has increased by 80% and the marketing revenue of the property more than tripled.

Lenovo is the latest of seven global sponsors to join the league with ING Bank, Vivident, Mitsubishi Electric, LeasePlan, Herbalife and Red Bull, underlining the property's attractive platform.

Ender Uslu, Managing Director of Infront Turkey, said: "It is with great excitement that we welcome Lenovo as a main partner of the Tahincioğlu Basketball Super League and we are looking forward to a fruitful collaboration. Their innovative vision will help the league continue its growth and strengthen its brand. The shared philosophy, vision and objectives of the TBF and Lenovo are essential ingredients for an exciting and innovative collaboration. The Tahincioğlu Basketball Super League herewith continues to build on its success alongside strong global and local partners.”

Emre Hantaloğlu, General Manager of Lenovo Turkey, added: "We are delighted to be one of the main partners of the Tahincioğlu Basketball Super League. Being part of this successful organisation as a strong and innovative partner makes us proud. Lenovo's position as a brand that produces powerful and innovative technology will make this a positive collaboration, allowing us to share our expertise and enhance the success of the league. The partnership is synonymous with the modern basketball game, and this forward-thinking approach when it comes to innovation is something the Turkish Basketball Federation and Lenovo commonly share."

Hidayet Türkoğlu, President of the Turkish Basketball Federation, concluded: "We are extremely proud that top level companies consider sport, and especially basketball, as a platform that can elevate their brand. The excitement and competition of basketball continues to bring people together and form a strong community. Lenovo will bring tremendous value to the 2018/2019 Tahincioğlu Basketball Super League with their emphasis on high performance, dynamism and pursuit of perfection."

Play-offs in full swing

The play-offs have now reached the final phase with Fenerbahçe Doğuş and Tofaş currently battling in the best-of-seven series for the Turkish crown. Fenerbahçe is now leading the series 1-0 after Tuesday's 105-63 victory over Tofaş at a sold out Ülker Sports Arena in Istanbul. The second game of the series will be played on Wednesday at the Ülker Sports Arena.

As another exciting season draws to a close, this latest announcement creates a solid foundation for a great 2018/2019 season.

Infront is responsible for the production and distribution of media rights, as well as for the league's marketing rights. The league takes place from October to June and features more than 250 matches with eight matches aired live each week.

About Infront

Infront is a leading sports marketing company managing a comprehensive portfolio of top properties. Infront covers all aspects of successful sporting events, including the distribution of media rights, sponsorship, media production, event operation and digital solutions. Headquartered in Zug, Switzerland, Infront has a team of more than 1,000 staff working from over 38 offices across more than 14 countries, delivering 4,100 event days of top class sport around the world every year. In 2015, Infront was integrated into Wanda Sports Group, part of Chinese conglomerate Dalian Wanda Group.

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