On 26 July 2010, Turkish Airlines and Euroleague Basketball announced a €15 million strategic agreement to sponsor the top European basketball competition across the globe. According to the agreement, starting with the 2010–11 season, the top European competition would be named Turkish Airlines Euroleague Basketball. Similarly, the EuroLeague Final Four would be named the Turkish Airlines EuroLeague Final Four, whereby the new league title would appear in all media accordingly.