European basketball’s elite EuroLeague has announced a new multi-year partnership with banking services giant Visa.

The three-year deal, starting immediately and running through the end of the 2026-27 campaign, sees Visa become the official payments partner of the EuroLeague, as well as the second-tier EuroCup.

Through this partnership, Visa gains prominent branding placement both in-arena and on-broadcast of EuroLeague and EuroCup games.

Furthermore, the digital and social media platforms of the two competitions will also feature Visa branding.

The pair will additionally collaborate on special offers and promotions for Visa customers based around the EuroLeague, most notably the provision of hospitality packages for the league’s May 2025 Final Four season finale.

Visa, for its part, will work with the EuroLeague to expand the uptake of contactless payment technology across the participating clubs’ arenas.

Speaking on the deal, EuroLeague chief commercial officer Gawain Davies stated: “ This is a groundbreaking partnership for Euroleague Basketball and an excellent opportunity for Visa to connect with the basketball community.”

Visa sponsors several sports properties across the globe, and in Europe, this is most prominent in (Austria-based) Red Bull Racing and (Italy-based) Racing Bulls Formula 1 motor racing teams, the latter of which it is the title sponsor of.

The EuroLeague itself is title sponsored by the Turkish Airlines flag carrier, while the EuroCup is title sponsored by tire manufacturer BKT.

Euroleague Basketball recently renewed and expanded its partnership with Turkish drinks brand Uludag Beverage for another three seasons.

The current EuroLeague campaign began on October 3 and is running through May 25, 2025.