By Tom Degun

BekoFebruary 3 - The International Basketball Federation (FIBA) has signed a sponsorship agreement with Turkish international home appliances brand Beko that involves all of the main international competitions until the inaugural 2014 Basketball World Cup.

The deal means that Beko, the third largest company in its field in Europe, will be the presenting sponsor at this summer's 2013 EuroBasket in Slovenia and the 2014 FIBA Basketball World Cup in Spain.

Beko, who are part of the Arçelik Group, started collaborating with FIBA in 2009 and its association with basketball has grown since then as the company is now the main sponsor of the top domestic leagues in Germany, Russia, Lithuania, Italy as well as in Turkey.

"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 FIBA secretary general Patrick Baumann.

"We are very excited at the prospect of taking this partnership to a new level with them for the years to come."

FIBA sign deal with Beko Istanbul February 2013
Patrick Baumann, secretary general of FIBA, posts with Turkey Basketball Federation President Turgay Demirel (left) and Levent Çakıroğlum President of Koç Holding Durable Consumer Goods Group, after signing the new sponsorship deal with Beko

Levent Çakiroglu, President of the Durable Goods Group of  Koç Holding A.S, the leading industrial conglomerate in Turkey and chief exeutive of Arçelik Group, has also welcomed the new deal.

"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.

"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.

"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."

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