The passion that the competitors in the Turkish Airlines EuroLeague play with on the hardwood is built over years as kids playing on the pavement and blacktops of their hometowns, all over the world. There is no denying the deep-rooted connection between basketball and urban culture.

 “𝗘𝗩𝗘𝗥𝗬 𝗚𝗔𝗠𝗘 𝗠𝗔𝗧𝗧𝗘𝗥𝗦 is a philosophy of life 

The passion that the competitors in the Turkish Airlines EuroLeague play with on the hardwood is built over years as kids playing on the pavement and blacktops of their hometowns, all over the world. There is no denying the deep-rooted connection between basketball and urban culture.

Immersed in the heart-pounding world of streetball, the EuroLeague motto Every Game Matters is a way of life in which success is not about winning or losing but it is about sacrifice, about trying again and again, about never giving up.

Euroleague Basketball celebrates that culture and the *Every Game Matters* philosophy in this 2023-24 promotional video in which EuroLeague stars Willy Hernangomez of FC Barcelona, Mike James of AS Monaco, Kostas Papanikolaou of Olympiacos Piraeus and Sergio Rodriguez of Real Madrid and championship-winning head coaches Ergin Ataman of Panathinaikos Athens and Pablo Laso of FC Bayern Munich enter the world of streetball.

Imagine walking by your local schoolyard or park. You hear the noise of the ball slapping against the pavement and banging against the rim. As you get closer, you can see people gathering, taken in by the energy of the streetball.

It’s not a friendly game. It's winner-stays-on, but there is a code of honor and a level of sportsmanship among the players. After the jump ball, suddenly it's not a kid who grabs the ball but rather a EuroLeague superstar. One by one the streetball players become EuroLeague players and the run-of-the-mill backyard battle transforms into a streetball festival using a unique basketball crafted by graffiti artist [SISC](https://siscartist.wixsite.com/sisc).

The onlookers pull out their phones to record the spectacle. Every possession matters; every second of the game is vital and nobody is giving anything for granted, not even skillful lifestyle influencer [Ari Geli](https://www.instagram.com/arigelii) or basketball freestyler [Pulpo](https://www.instagram.com/pulposneakers/).

The video serves as a reminder, right before the Turkish Airlines EuroLeague begins its 2023-24 season, of the roots, the culture and the essence of the game in which every moment matters. A reminder of the philosophy behind every EuroLeague player, every coach, and every fan base. Whether in good or in bad times, they will always respect their history, team’s traditions and their opponents. It is about appreciating every moment in a league where their game, our game and your game matter more than ever.

Whether in an arena or playing street ball , Every second of every game matters. Every possession, every defence matters,

Wherever it's played, giving up is not an option 

The most competitive league in the world is back.

The EuroLeague is back.

#EveryGameMatters”