The ECA Shareholders Executive Board on Wednesday approved a proposal to award Alba Berlin of Germany with a one-year C License in the Turkish Airlines Euroleague, in substitution for BC Khimki who qualified through their national league earning a B License. In just over two decades of existence, Alba has established itself as a top professional sports brand in the German capital while also pursuing excellence on the court. Alba was the first German club ever to win a European trophy, the Korac Cup in 1995, and then proceeded to win eight German League titles in 12 seasons between 1997 and 2008.
In addition to its developing on-court success, Alba has been among Europe's elite clubs in attendance, marketing and fan experience throughout this century. Its popularity allowed Alba to move into the 16,000-seat o2 World arena in Berlin on a permanent basis in 2009. Since then, average attendance above 10,000 for Euroleague, Eurocup and German League games, making Alba a model for attracting fans and maintaining their loyalty in one of Europe's biggest markets.