TBF deal strengthens brand’s leading position in sponsoring Turkish basketball
Istanbul, Turkey – Head & Shoulders, Procter & Gamble's (P&G) shampoo brand, will continue to sponsor the Turkish men's national basketball team for the 2018/19 season after the Turkish arm of the company renewed its agreement with the Turkish Basketball Federation (TBF).
The P&G Turkey owned organisation will partner with the team for the second consecutive year as it builds towards the FIBA Basketball World Cup 2019. It is the fourth year in a row that Head & Shoulders will support Turkish basketball properties. It previously sponsored Turkey's Basketball Super League (BSL) for three years.
The renewal, secured by TBF and P&G Turkey's exclusive marketing partner Infront, means Head & Shoulders remains the flagship brand associated with basketball in Turkey.
"Positive values a benefit to both brands and basketball"
Ender Uslu, Managing Director of Infront Turkey, said: "Head & Shoulders' consistent support of Turkish basketball is a good example of the positive values sponsorship can bring both brands and sports properties. I look forward to seeing more of their creative activations and utilisation of their position as a household name to enhance the sport in Turkey."
Hidayet Türkoğlu, TBF President said: "The Turkish government has a great support and impact on development of all sport branches in Turkey. However, the industry needs support from the private sector, and great international companies such as P&G have significant impact on the development on Turkish basketball. Their knowledge in communication meets our values for Turkish basketball, and we see great results on influencing younger generations to grow within a sports community. We are happy to live basketball with a brand such as Head & Shoulders and I personally thank Mr. Turnaoğlu for his great support of Turkish basketball."
Tankut Turnaoğlu, CEO of P&G Turkey said: "As Head & Shoulders, we are continuing our support of basketball as the world's number one shampoo brand. We were the proud partner of the 2014 FIBA Women's World Cup which was organised in Turkey, as well as the FIBA EuroBasket 2015. Our support for Turkish Basketball continued with our partnership of the Basketball Super League during the 2015-16 season. We were the ''Self-Confidence'' partner of EuroLeague last season, as well as the Turkish National Senior Men's Basketball Team and we aim to instil self-confidence to all basketball enthusiasts, especially younger fans."
Infront is a leading sports marketing company managing a comprehensive portfolio of top properties. Infront covers all aspects of successful sporting events, including the distribution of media rights, sponsorship, media production, event operation and digital solutions. Headquartered in Zug, Switzerland, Infront has a team of more than 1,000 staff working from 39 offices across more than 14 countries, delivering 4,100 event days of top class sport around the world every year. In 2015, Infront was integrated into Wanda Sports Group, part of Chinese conglomerate Dalian Wanda Group.