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PR N°4 - FIBA and Beko sign global partnership leading up to 2014 Basketball World Cup
ISTANBUL, Turkey/GENEVA, Switzerland (FIBA) – FIBA, the International Basketball Federation, and Beko, the international home appliances brand from Turkey, have signed an innovative partnership agreement for main FIBA competitions until 2014.
Beko is a brand that is part of the Arçelik Group, which operates in the consumer durables and consumer electronics sectors. It is the third largest company in its field in Europe. Beko will be the Presenting Sponsor at this summer’s EuroBasket in Slovenia as well as at the first-ever FIBA Basketball World Cup in Spain in 2014. Through an integrated marketing partnership, it will not only be able to activate powerful sponsorship rights at the venues, but also be visible in broadcast transmissions around the world.
Beko started collaborating with FIBA in 2009 and its association with basketball has grown exponentially since then. It is currently the main sponsor of the top domestic leagues in Germany, Russia, Lithuania, Italy as well as in Turkey.
The announcement was made today at a press conference in Istanbul, which was attended by FIBA Secretary General and International Olympic Committee (IOC) Member Patrick Baumann and Levent Çakiroglu, the President of the Durable Goods Group of Koç Holding A.S, the leading industrial conglomerate in Turkey and the CEO of Arçelik Group. The President of the Turkish Basketball Federation (TBF), Turgay Demirel, also was on hand.
“Beko have demonstrated their dedication to basketball over the last few years by being associated with the leading FIBA events but also by teaming up with leading national leagues in Europe,” said Baumann. “We are very excited at the prospect of taking this partnership to a new level with them for the years to come.”
“Basketball is a truly global sport with great values,” said Çakiroglu. “National team basketball is the pinnacle of the sport and gives a lot of additional interest and emotion in the countries. The energetic nature of basketball coincides with the ‘dynamic and young’ character and brand identity of Beko. Beko, which is among the most significant white goods brands in the world with its ‘global brand’ vision, is one of the most important sponsors of basketball all around the world, assembling masses in sports, success and fair-play. We are extremely happy that, along with the success Beko has achieved in the world markets with its innovative products, it has also unified its name with the strongest basketball leagues of Europe, which bring together millions around the world.”
“Today we achieve another milestone in the scope of our basketball investments, further strengthening our strong cooperation with FIBA. Following our ‘Main Sponsorship’ to the EuroBasket 2009 in Poland, and ‘Presenting Sponsorships’ to 2010 FIBA World Basketball Championship in Turkey and EuroBasket 2011 in Lithuania, we have shown our commitment once again. We are very proud and excited to be the Presenting Sponsor of FIBA’s flagship competitions in 2013 and 2014. The new partnership will provide a great platform to convey the messages of our Beko brand in a very powerful way.”
Beko is the international household appliances brand of the Arçelik Group. Beko offers various models and products covering all fields of home appliances including white goods, consumer electronics, air conditioners and small appliances. Beko is currently sold in over 100 countries.
Beko’s brand philosophy addresses all the needs of the new generation by offering smart technologies. Beko stands to be a consumer focused brand delivering technology and stylish functional design, which provides savings for the world and at home. Beko is the rising everyday choice for the smart generation.
Beko is the third largest brand in Europe in the white goods sector. It has become the brand with the highest unit market share increase within the last five years. As of 2012, Beko is the leader in the UK for refrigerators, freezers and freestanding cookers. Beko is the brand which has increased its market share the most in major European countries including Belgium, France, Germany, Italy, Spain and Poland. In the same period, Beko has become the brand which has recorded the highest overall market share increase in Western Europe.
FIBA (fiba.com) – the world governing body for basketball – is an independent association formed by 213 National Basketball Federations throughout the world. It is recognised as the sole competent authority in basketball by the International Olympic Committee (IOC).