Europe’s top professional basketball club competition, EuroLeague Basketball, has welcomed a partnership with sports entertainment brand, OlyBet, to increase fan engagement at the league’s marquee basketball event, The Final Four.

The partnership will see OlyBet become an official sponsor of the Turkish Airlines EuroLeague Final Four in Lithuania, Estonia, and Latvia, where the brand will have an extensive digital presence with specific branded content.

Additionally, OlyBet will be featured in the arena and at the official Fan Zone of the event, which will host the four best teams in the continent in May.

EuroLeague Basketball senior director of corporate partnership and licensing, Luis Rosa-Medina, said: “OlyBet is a key player in the industry and betting leader in the Baltic region, so having them as partners during the EuroLeague showcase event, the Turkish Airlines EuroLeague Final Four that will land for the first time in Kaunas, Lithuania, will be fundamental to continue offering the best possible experience to our fans in the region.”

OlyBet Group chairman and Olympic Entertainment Group CEO, Corey Plummer, added: “OlyBet is the Baltic leader for sports betting and live entertainment with more than 80 locations for sports fans to play, eat and watch events.”

“This partnership will elevate fan engagement and enhance the thrill of the game moments that world-class basketball delivers,” he said.

OlyBet’s presence across the Baltic continues to grow, with the EuroLeague partnership consolidating the brand’s commitment to the Baltic sports market.

This announcement comes after the EuroLeague extended broadcast partnerships throughout Europe.