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The Sports Business MBA sixth edition opens in Barcelona

The 2022-24 edition of the Euroleague Basketball Institute's Sports Business MBA, delivered in collaboration with Vytautas Magnus University, Lithuania, began late last month with the students of the MBA visiting the Euroleague Basketball headquarters in Barcelona, Spain, for the first in-person session. This year's class features a diverse and truly enthusiastic group of students from across Europe, North America and the Middle East. 

The full-week session included introductions to the study program and the six online modules presented by Vytautas Magnus University professors. It also featured presentations delivered by the Euroleague Basketball executives who spoke about a wide range of topics such as stakeholders in sports, partnerships activations, commercial strategy, sustainability, business intelligence and analytics, business operations and club services, digital and content marketing, communication governance and legal, events sports production, and basketball operations. The week also coincided with the European Week of Sport #BEACTIVE campaign where students participated in physical activities during a team-building session.

Lucie Schepens, France, digital project manager, Scallion DS:

"This week we already gain a lot of knowledge into the Euroleague Basketball ecosystem. So for me coming from outside of the industry was a lot of input to take in."

Simon Kellerman, Germany, ticketing manager, FC Bayern Munich Basketball:

"The first week was really great, we did a lot of interactions, a lot of discussions, a lot of interesting people. We exchanged also after class, and I already got a lot of input which I hope I can implement at FC Bayern Munich Basketball so I can help improve and develop the club."

Olajide Ojuawo, legal counsel-regulatory compliance, FIFA

"The chemistry so far has been great. We all have a passion for sports. That links us together from the beginning and then that love for sports, coming from different nationalities and academic backgrounds, bring that all together. It has been really fun, educational and a great experience so far."  

Students will now start the first academic semester of online learning with the professors of Vytautas Magnus University, guest academicians and industry experts before meeting again in Kaunas, Lithuania, for the second in-person session, where they will defend their term papers and receive presentations from the senior management of EuroLeague club Zalgiris Kaunas.

The winner of the Gianluigi Porelli EuroLeague Executive of the Year Trophy for the 2021-22 season is Alper Yilmaz, General Director of Anadolu Efes Istanbul, who has garnered the award for the second consecutive year.

Efes's Yilmaz repeats as EuroLeague Executive of the Year 

Yilmaz was selected for the award by his EuroLeague peers as the best executive for the Turkish Airlines EuroLeague campaign that finished with his team lifting the trophy as only the fourth back-to-back champion in the Final Four era. Yilmaz and Efes succeeded by keeping the roster virtually intact for a span of four consecutive seasons during which the team reached the maximum of three Final Fours. 

The Executive of the Year award honors the person and club whose management decisions have best exemplified the EuroLeague's commitment to excellence in all facets of club direction during the previous season. Among the categories considered before casting votes are sporting merit, fan experience, and marketing and communications. As more proof of the club's success both on and off the court, Efes was recognized with Euroleague Basketball's Gold Marketing Award earlier on Tuesday. Among the reasons Yilmaz's peers chose him for the award were his efforts to keep a championship roster together and the club's attendance records for the post-pandemic period. 

Yilmaz, 47, spent six seasons as a player for Efes at the start of the century. As a shooting guard, he also suited up for Turk Telekom Ankara, Tofas Bursa, Beykoz and Erdemirspor as well as the Turkish national team. After retiring as a player in 2009, Yilmaz was appointed Efes's sports director and was promoted to general director in 2015. 

The Gianluigi Porelli EuroLeague Executive of the Year has been awarded annually since 2005. The executive award recognizes those whose efforts build Turkish Airlines EuroLeague clubs into success stories. Mr. Porelli, who served as president of Virtus Bologna for more than two decades, was among the founders of ULEB and later its president. He passed away in 2009.

Yilmaz is the fourth man to win the Porelli Trophy for the second time and just the second to do so in back-to-back years. The other three were Marco Baldi of ALBA Berlin (2009 and 2015), Jose Antonio Querejeta of Baskonia Vitoria-Gasteiz (2005 and 2016) and Paulius Motiejunas of Zalgiris Kaunas (2018 and 2019). This is also the third time the trophy has gone to an Efes executive, with club president Tuncay Ozilhan having received the award in 2013. 

For the first time in three years, club executives in communications, business, marketing and ticketing from across the continent met face-to-face at the Euroleague Basketball Institute Annual Workshops in Barcelona this week to trade ideas about how to continue dynamizing the Turkish Airlines EuroLeague fan experience now and in the future.

Business, media club execs together again at EBI Workshops

Architects who build bridges between stakeholders and fans, the club executives arrived in great numbers and spent two days brainstorming about the best ways to give current and future fans the best of everything from a competition in which every game matters.

The media directors gathered first to hear from Euroleague Basketball executives about the competition's post-pandemic rebound in audience and revenues and to plan how best to turbo-boost the many digital connections between the league and the fans.

"It was great to have a face-to-face meeting. For two years, we unfortunately had a mandatory break and had to meet virtually," Ilker Ücer, Media Director, Fenerbahce Beko Istanbul, said. "We can see that EuroLeague has a strategy to grow the product, and we as clubs have our own, too, but the most important part is to combine our strategies to grow the EuroLeague product. We are trying to do the best on the communications side to have the fans understand the meaning of this game and this organization. The digital side is the main focus, and we, as clubs, need to help the EuroLeague in this digital communications partnership."

Almost 50 marketing, business and ticketing directors arrived next and were updated on the many ongoing data collection and analysis tools available to them through Euroleague Basketball, as well as the creative resources to turn that knowledge into actionable offerings for their fans.

The first featured presenters were two EuroLeague Basketball partners who are global leaders in their fields: Nielsen Sports, in sports measurement and analytics, and Seven League, in digitization strategy.

"The speed of change we have to face on a daily basis is insane," Seven League chairman and founder Richard Ayers explained. "But success in that ever-changing world has incredible benefits for your business, your club and your sport. Technology is advancing the connections between fans and sport. Fans demand a voice. They are going to new meeting places, and they want us there."

The discussion continued with details of Euroleague Basketball's newly enhanced data infrastructure suite, which allows creating and delivering content across platforms to pinpoint audience segments, giving clubs the tools to tailor what they offer both longtime and prospective fans, especially young ones.

"After a long season, it's good to meet each other, to exchange ideas, to see new projects, and to see how EuroLeague is supporting us, not only during the season, but all the time," Roberto Bottali, Marketing and Sponsorship Manager, AX Armani Exchange Milan, said. "What I understood from today is that we have to understand how to engage our fans, not only on game day, but during the rest of the week. And we have to work together to understand how to widen our audience and reach the younger generation."

Separate ticketing and marketing sessions filled the rest of the agenda as each group drilled down on how to make going to the arena for EuroLeague games more special than ever, in the first instance, and how to synergize the shared interests of sponsors and fans, in the second.

"For every EuroLeague team and every ticketing director, this exchange is very important to see and hear what the other clubs are doing," Lutz Heck, Ticketing Director, FC Bayern Munich, said. "Today, we met together and created a customer journey in smaller groups and got all together at the end. It was very interesting... We can learn from each other."

Among the executives who took in multiple sessions of the workshop, Maccabi Playtika Tel Aviv CEO Edli Marcus emphasized the objective of engaging fans in compelling ways that transcend the fact that in every game, one team must lose, and after every season, there is only one champion.

"The most important thing is to try to sell tickets, advertising, sponsorships and content as experiences to be part of the team, unrelated to the team success," Mr. Marcus said. "When we collect and share new ideas here, it's a benefit for all of us, because we are not competing. We compete in the games, but not in the business. In business, we all have the same targets."

EuroLeague club meet for new season planning 

Their meeting, part of the annual Euroleague Basketball lnstitute Workshops, was attended by medical professionals from EuroLeague clubs, marking their third annual exchange of best practices on everything from staffing to injury treatment options.

Data presented showed that a combination of injuries and the ongoing COVID pandemic made the 2021-22 season no less challenging than the one before, all the more reason for the club medical staffs to pool their knowledge amid fast-moving developments.

The possibility of future COVID waves focused discussion on refining and updating the protocols used throughout the EuroLeague and the 7DAYS EuroCup so as to minimize any effects on the competitions or club staffs.

The team doctors agreed to tighten control over the concussion protocol that standardizes the time to be taken on each step of the recovery process for players suspected of having suffered such an injury.

Dr. Ignacio Muro, Euroleague Basketball's Medical Officer, also outlined the need to have certification courses in cardio-pulmonary resuscitation (CPR) and automated external defibrillator use (AED) even for non-medical club staff who may be working with players when medical staff is not present. 

After having faced and met many new challenges in recent seasons, team doctors from across the Turkish Airlines EuroLeague gathered in Barcelona on Friday to continue a close collaboration designed stay ahead of the curve on all medical needs at their clubs.

EuroLeague club doctors meet for new season planning 

Head coaches, referees get a jump on the 2022-23 season

Their day-long sessions drew upon lessons learned from more than 500 games across both competitions last season to identify ways in which the fan experience might be enhanced going forward.

Better understanding of rules interpretations and applications between referees and head coaches, who in turn pass on that information to their players, is part of a process every summer that aims to keep games clean at the same time as it makes them more exciting.

"Basketball is the only sport where you can switch the rules between one season and another to improve the game and make it more fun for the fans," Alex Mumbru, the new head coach of Valencia Basket, said after the meeting. "What's most important is for the fans to come to the gyms and see the best basketball in Europe. So it's important for the coaches, the referees and the clubs to be in agreement. We all want a great show."

Among the agenda items discussed in the meetings were officiating criteria applied in low-post situations and the circumstances surrounding unsportsmanlike foul calls. Another emphasis was off-ball situations with an eye toward enhancing freedom of movement for offensive players.

Jaka Lakovic, Gran Canaria

Being able to offer their direct opinions on how the games should be officiated next season proved a valuable opportunity for all of the head coaches.

"At the end of the day, we play this game for the fans to come in our gym, to support us, to watch and to enjoy the games," Dusan Alimpijevic, head coach of Frutti Extra Bursaspor, said. "Everything that EuroLeague and EuroCup are doing right now goes in that direction -- to improve the game, to make it more attractive, quicker and faster. For all of us coaches, it's really important to be involved in this and to affect somehow these decisions."

Just like the coaches will take conclusions from meetings straight to their players and staffs in training camps, next steps for the officiating department include educating the referees on what was agreed this week at the collective's annual preseason clinic, to be held in late August.

"The consistent evolution of the game, both how it is played and how it is officiated, explains why basketball is so dynamic and why we strive to get ahead of the curve each summer," Richard Stokes, Senior Director of Officiating at Euroleague Basketball, said. "Having the coaches contribute like this now, early in the process, is essential to the goal of sharpening what we all do to make the game better season to season."

Mazys Maksvytis, Zalgiris Kaunas

With a focus on improving the on-court action for fans, head coaches from the Turkish Airlines EuroLeague and 7DAYS EuroCup held their annual meetings with the Euroleague Basketball officiating department over two days in Barcelona this week.

The Sports Business MBA brings a unique 360º educational model on sports business management, featuring online learning, face-to-face sessions and practical training in a sports business context. The e-learning consists of weekly lectures and assignments with end-of-module exams, Euroleague Basketball case studies and the preparation of academic papers, including an MBA thesis. 

The in-person sessions take participants to different destinations in Europe where they can enjoy access to four knowledge transfer centers: at the headquarters of Euroleague Basketball in Barcelona; at the Vytautas Magnus University campus and EuroLeague Basketball club Zalgiris Kaunas in Kaunas; and the Turkish Airlines EuroLeague Final Four.

Euroleague Basketball and Vytautas Magnus University (VMU) have officially opened the application process for the 2022-24 Sports Business MBA by EB Institute.

2022-24 Sports Business MBA - Launch of Application Procedure

The MBA offers maximum flexibility and sustained interaction with professors, guest lecturers and sports industry experts, allowing existing and aspiring sports management professionals to enhance their professional skills and develop a career in one of the most exciting and fast-growing sectors in the world.

Students enrolling in the course will be equipped with all of the necessary tools to become professionals in a broad range of sporting companies, organizations and endeavors, including clubs, leagues, international and national federations, sports marketing agencies, sponsors, technology providers and media outlets, to name a few. The course awards 90 ECTS (European Credit Transfer and Accumulation System) to graduates.

Applications for the Sports Business MBA must be submitted by July 31, 2022. For more information please visit: <https://www.sportsbusinessmba.net> 

6th Sports Business MBA by EB Institute now receiving applications

The 2022 and 2023 classes of EB Institute's Sports Business MBA came together recently in Kaunas, Lithuania, home of Vytautas Magnus University and Euroleague Basketball club Zalgiris Kaunas, for a hybrid session of in-person and e-learning classes.

EB Institute's MBA students meet in Kaunas

Their first in-person session in the course, due to safety protocols that had kept classes on-line previously, was full of activities.

The students defended their term papers and participated in master thesis battle sessions, absorbed exclusive presentations from sports business professionals, learned first-hand how Zalgiris Kaunas runs its operations, and experienced various cultural, educational and entertainment activities.

Amid a total of six online modules making use of the course's e-learning platform, the next in-person session is set for this coming May, when the students will go behind the scenes at the Euroleague Basketball's flagship event, the 2022 Turkish Airlines EuroLeague Final Four.

The class of 2022 is due to complete its studies the month after the Final Four while the class of 2023 is scheduled to conclude one year from now, in January 2023.

The 2017 class of the Euroleague Basketball Institute Master in Sports Management Marketing gathered in Venice, Italy, earlier this month to defend their respective theses and celebrate their 10-month journey, which culminated with a graduation ceremony, where they were awarded their hard-earned diplomas. The 20 students who made up the 2017 class arrived from as far afield as the United States of America, Russian Federation, Germany and Turkey.

The students from the EB Institute Masters 11th edition had met several times previously: first at Euroleague Basketball headquarters in Barcelona for the transfer of knowledge from the league’s senior management, then at an academic session in Venice held at Ca Foscari University, followed by the 2017 Turkish Airlines EuroLeague Final Four in Istanbul, where they were taken behind the scenes and attended lectures from industry leaders. The students filled the time in between those in-person encounters with intense e-learning and case study group assignments.

During the fourth session, the students presented a marketing, communication or business plan for their final thesis. This session ended with a graduation ceremony at the Auditorium Santa Margherita, a unique backdrop for the students to round off a year full of memorable events.

“Sitting through the Graduation Ceremony this year has brought back many memories” said Euroleague Basketball Chief Operations Officer, Eduard J. Scott. “In 2005, thanks to the vision of our former Communication Director Ferran Marquez, the first foundations were set for the creation of an innovative blended learning Sports Marketing and Communication program. 10 years after the first edition graduated in 2007, 220 alumni from 38 countries across the globe have come through the EB Institute Master and can now be found excelling in clubs, domestic leagues, federations, marketing agencies, venue managers and event organisers.”

Class valedictorian Matevz Zupancic of Slovenia, who serves as the general manager of Union Olimpija Ljubljana, shared what made the Master special for him. “In my case, the EB Institute Master followed my experience in professional sport and not vice versa. 12 years of experience has been complemented with a rich theoretical background. Some of my already implemented business ideas got firm academic confirmation, others advised me to change or upgrade in the future. A mix of university and Euroleague Basketball approach was a great combination for students to get different types of knowledge, different views, giving us different tasks and different feedback. Like basketball, the EB Institute Master is a team sport. Working in groups on case studies and assignments online and in-person tested our leadership and teamwork abilities. However the biggest added value of the program is gaining precious business and social connections through meeting colleagues from all around Europe. I am looking forward to being a part of the EB Institute Alumni network.”

2017 EB Institute Master Class is 11th generation to graduate in Venice

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The Euroleague Basketball Institute Sports Business MBA tipped off its new program earlier this month in a welcome meeting, with 16 students from nine different countries starting a journey in conjunction with Vytautas Magnus University in Lithuania that will conclude in January 2023.


Tipoff for new EB Institute Sports Business MBA

The Euroleague Basketball Institute Sports Business MBA tipped off its new program earlier this month in a welcome meeting, with 16 students from nine different countries starting a journey in conjunction with Vytautas Magnus University in Lithuania that will conclude in January 2023.

Due to safety protocols the first session took place online, with the students being introduced to the program structure, the e-learning platform and the six online modules they will follow. They also received presentations from Euroleague Basketball executives including Jordi Bertomeu, Euroleague Basketball CEO.

One student, Victor Gomez, captured the motivations of many of the group as he explained why he signed up for the program:

"It's kind of like a romantic story because I was lucky enough to be in the Final Four in Vitoria, and when I was there, working in the events industry, I felt that somehow at one point in my life I should be working close to the basketball environment, because since I'm a kid I've been a basketball fan, playing, coaching. And then unfortunately because of COVID I had more time, so it was the perfect timing to dedicate myself to the studies of the MBA."

Mikhail Ratts, from Russia, added: "I like the program a lot because it gives a great overview of how the business operates. It gives a great structure in terms of knowledge because nowadays you have a lot of information but it's sometimes hard to structure it, and this is what the program provides. So far it's going pretty well; my expectations are met."

It is planned for the remainder of the program to follow an in-person format, including two sessions in Kaunas and a series of events at the 2022 Turkish Airlines EuroLeague Final Four in Berlin.

Throughout the program, the students will interact with Vytautas Magnus University professors, guest academics and industry experts to follow their online modules and prepare a scientific-research-applied project, before culminating with their final thesis.

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The first EuroLeague Team Doctors Meeting could not have been more timely as preparations for a healthy 2020-21 season dominated an agenda that attracted medical professionals from all Turkish Airlines EuroLeague clubs to an in-depth group discussion on Friday.

The meeting, held by video-conference, was part of the 2020-21 EB Institute Annual Workshops, which for a decade have brought together professionals from EuroLeague and EuroCup clubs to exchange information in their specialties and plan collectively for the future.

"The entire priority, goal and philosophy is that the league and the clubs help and support each other, sharing best practices, for the benefit of EuroLeague Team Doctors individually; for the medical staff in our clubs; and ultimately for our clubs as a whole, so that we can help stay healthy and best recover players as well as other club staff in the best way possible," Eduard J. Scott, Euroleague Basketball Chief Operations Officer, said.

The meeting was led by Dr. Ignacio Muro, Euroleague Basketball Medical Officer, who emphasized the crucial importance, after a season that couldn't be completed due to the COVID-19 pandemic, of cooperation between all clubs. "We need to have this network of communication so that the team doctors can talk to each other to know exactly what the situation is in the different cities before traveling next season" Dr. Muro said. "We all need as much information as we can have, as soon as possible." Also of fundamental significance, Dr. Muro affirmed, is the need for team doctors to anticipate providing more medical services than ever to players who were forced to lessen or even stop their athletic activity for the first time in their careers.

Following self-introductions by all the team doctors, there was a guest presentation by Dr. Florian Kainzinger of Think.Health in Germany in which he spoke about the details of the planning and execution of the virus-free "bubble" in which that country's domestic league was able to recently complete a three-week end-of-season tournament in Munich without any COVID-19 positives.

In the context of preventing, diagnosing and treating injuries to which idled players might become more susceptible, Dr. Guy Morag of Maccabi FOX Tel Aviv spoke to the group about advanced knee cartilage surgery. His discussion covered the gamut from lavage to microfracture surgery to transplants and grafts, among other procedures, noting both the key diagnostic questions and the success rates of each.

Dr. Mindaugas Gudelis of FC Barcelona talked about the prevention, diagnosis and treatment of muscle injuries, which are among the most common in professional basketball. Dr. Gudelis broke down the muscle injuries by location, with calves and quadriceps leading the way, and analyzed how different types of injuries even in the same location require distinct treatments, recovery times and subsequent workload modification when a player is able to return to action in three stages: working alone, working with the team and returning to live game performance.

Dr. Ugur Dilicikik of Anadolu Efes Istanbul outlined the day-to-day work of his club medical staff with the team on issues of player health and performance. Dr. Dilicikik cited the critical importance of studying each player as an individual, from both a medical and athletic standpoint, in order to tailor the proper preparation and recovery techniques to his particular medical history and role on the team.

The EB Insitute Annual Workshops continued on Monday with the EuroLeague Head Coaches convening for discussions with Euroleague Basketball executives, to be followed on Tuesday by another session with the Euroleague Basketball officiating department. The EuroCup Head Coaches will meet with the Euroleague Basketball officiating department on Wednesday.

EuroLeague Team doctors join EB Institute annual workshops

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The tipoff to the 2020-21 Turkish Airlines EuroLeague season began this week as professionals in business, ticketing and communications from clubs across the continent met virtually to map out strategies to bring back Europe's most elite basketball stronger than ever to the fans.

The desire to respond to the incompletion of the 2019-20 season due to the COVID-19 pandemic by planning creative and innovative solutions for all stakeholders was evident in the elevated participation by multiple executives from many clubs in each of three meetings on Wednesday and Thursday.

The EuroLeague Business Area Directors Meeting on Wednesday was a three-hour outline of initiatives designed to reignite the means for clubs to recover from the incomplete season and propel themselves and the league into a new and exciting future.

"I want to emphasize how important it is to gather together in these challenging times, how important it is to try to help each other, help the league, help the clubs to overcome the difficulties that we are facing," Jordi Bertomeu, President and CEO of Euroleague Basketball, told the business area directors. "But it's no less important to understand the solutions to the problems we have in front of us, in difficult times, have never been solved individually or by looking back to the past. This is important to remember. Today once again, we will share information, we will have a constructive dialogue and we will try to be creative. But as always, we have to take responsibility for our performance. To have a league like the EuroLeague has one main purpose: the ability to define and reach good common policies that help the growth of the group."

That future will include such steps forward as a Digital Transformation Fund for the clubs to tap in order to engage better and more closely with fans, as well as Pandemic Response Guidelines that specify how Euroleague Basketball and the clubs can overcome the new set of challenges brought on by the pandemic so as to provide a safe and fun environment when doors eventually open for tens of thousands of fans who enjoy EuroLeague games live every week.

A centerpiece of the Business Area Directors meeting was the review of a new, five-year business strategy devised by Euroleague Basketball and its joint-venture partner, IMG, following extensive market research conducted by Deloitte Sports Business Group, to define the EuroLeague's market position for the future. The long-term analysis confirmed that the EuroLeague is impressing fans and stakeholders alike with its authenticity, cultural impact, creativity and pioneering spirit. Those attributes are key elements in new statements of the vision, mission and values that center on the tenacity, humanity, leadership, curiosity and passion that are poised to distinguish the EuroLeague in the sports market of the next decade.

Thursday brought the turns of club media and ticketing directors during separate video-conferences in which they broke down with EuroLeague executives the challenges and solutions of meeting the new business strategy's goals in each of their specialties.

In the morning, the EuroLeague Media Directors Meeting focused on the utmost importance of engagement with fans now and as the action resumes next season through content development that brings players and teams even closer to their loyal supporters. A review of the shortened 2019-20 season revealed higher audiences rates than ever for the EuroLeague across all communications and social media channels, a trend that the league and clubs plan to feed with fresh ideas across multiple platforms. The conversation continued with alternative scenarios to allow the media to cover games when they restart in the fall, but also to keep giving them access to the players and coaches in the lead-up to the new season.

Thursday evening's Ticketing Directors Meeting brought about several lively discussions about how different teams are preparing for the 2020-21 season despite the uncertainty of restrictions related to the COVID-19 pandemic. Enrique Garcia, the business venue director at the AS Roma football club, was a guest for the first part of the meeting. He relayed the different strategies he is employing in these times, including the switch to a completely paperless ticketing system. The second half of the meeting was dedicated to dealing with COVID-19 repercussions and communicating with fans and season-ticket holders, with Marshall Glickman, G2 Strategic CEO, helping to navigate the discussion whilst comparing North American and European practices in the field.

The EB Insitute Annual Workshops continue on Friday with the first meeting to date of all EuroLeague team doctors, then resume next week with the head coaches of both the EuroLeague and the 7DAYS EuroCup convening in institutional sessions of their own as well as sit-downs with the Euroleague Basketball officiating department.

Business, ticketing and media directors tip off EB Institute Workshops

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The project saw Efes launch a significant reforestation program, involving the club's players, supporters and partner +1. A number of activities included the team wearing special playing uniforms depicting the 17 United Nations Sustainable Development Goals, with the club committing to planting trees in line with the team's success on the court under the motto 'Each Point Means +1Tree'.

New attendance records in the post-pandemic period, especially during the playoffs, allowed Efes to reach even more fans with the project, boosted by online and offline activations to further increase engagement.

Ultimately 10 seed balls were donated for each of the 39,261 fans who watched three EuroLeague games at Sinan Erdem Dome, and more seed balls were donated on behalf of other Turkish Airlines EuroLeague and 7DAYS EuroCup teams who supported the campaign on social media, taking the final total to 579,390 seed balls – enough to reforest an area the size of 600 basketballs courts.

The club also worked alongside partner Wilo to raise awareness about the importance of clean water resources, with the team wearing a specially designed playing uniform for the game against Real Madrid on March 22, World Water Day.

The Silver Devotion Award was taken by 2019's gold-medallist, Zalgiris Kaunas, for its project: 'Brand Monetization: Zalgiris Kaunas Licensed Product Family'.

Recognizing the significance of a business area that can generate additional income, Zalgiris developed a form of partnership that allows a manufacturer to add exclusive Zalgiris branding to its product range.

The business plan generates three-way income for the club: for the license, with a fixed monthly fee for the right to use the trademark; through sales, with a monthly success fee per product sold; and through advertisement, with revenue coming via sales arising from promotional campaigns.

The initiative included a wide range of Zalgiris licensed products, such as mineral water, cookies, chocolate, bread, detergent, watches, milk products, sandwiches, beer, nuts, potato chips, ice cream and cosmetics, along with a non-conventional product: Zalgiris Electricity.

The project objective, to find ways for the team logo to contribute to sales, proved a resounding success, with more than 31 million units of licensed products sold, providing 2.46% of the team's budget.

The Bronze Devotion Award was won by Crvena Zvezda mts Belgrade for its 'We Are Growing Together' project.

With the goal of building a young fanbase, the project focused on educating fans about the club's history through exclusively created short-form digital content. On gamedays, Zvezda also implemented a 'Junior Stand', working with club partner IDEA to upgrade this area for young fans, paying extra attention to them and making sure they never left the arena empty-handed.

The club also organized several group visits, with children from all parts of Serbia invited to attend games, where they could enjoy activities such as 3D floor-mapping, music stages, DJ performances, a robot show, skill challenges, partner activations and giveaways. Further community engagement took place with the organization of various events, including e-sports tournaments, the ANGT youth tournament, One Team activities and sports conferences at universities.

Euroleague Basketball congratulates the three winning clubs and the many other clubs who also carried out excellent marketing projects during the season.

Following the example of their club's superstars on the court, Anadolu Efes Istanbul's off-the-court team has become a title-winner, too, taking the Golden Devotion Award at this year's Turkish Airlines EuroLeague Marketing Directors Workshop on Tuesday. Efes was rewarded for its #TakeAction project, an initiative against environmental degradation.

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