Chosen to activate deals for FMCG brand 7DAYS with Euroleague and Eurocup Basketball, Sports Revolution, the London-based International sports, media and digital marketing agency, has been chosen as the exclusive agency for the planning, implementation and management of the 7DAYS Eurocup and the 7DAYS Official Snack Partnerships of Euroleague Basketball.

Both new partnerships are due to begin in October 2016 at the start of the European basketball season, running for three years through to the Final Four in 2018/19.  The securing of 7DAYS as a major partner of Euroleague is a significant recognition of the league’s status in Europe.

Roser Queraltó, ELB Chief Business Development Officer, said: “The continuous growth and vision of 7DAYS in recent years and its position as a leading brand in many of our markets makes it an extremely welcome partner of  Euroleague Basketball. With Sports Revolution in place to deliver a cutting edge activation and fan engagement programme, we are convinced that this partnership will be of fundamental importance to both brands.

Through these new partnerships, Sports Revolution will help 7DAYS and the Euroleague brands grow into new and existing markets over the next three years.

Sports Revolution will now plan, implement and manage the promotional rights campaign primarily across the 7DAYS key markets, of Greece, Turkey, Serbia, Russia, Poland, Bulgaria, Romania and the Baltics.  Sports Revolution won this significant business after a competitive pan-European agency pitch.

Antony Marcou, Chief Executive, Sports Revolution, said: “We have been working closely with Chipita and Euroleague across all areas of this new partnership for several months. We are delighted to win this significant rights activation project and also see a Greek business invest in a multimillion-Euro partnership and use a London-based agency to deliver it. Our expertise in engaging with fans across a variety of sports will allow us to set solid foundations on which Chipita can continue to expand its presence across Europe.

7Days is the leading bakery brand from Chipita, the Athens-based international food company, with a range of flour-based products, both sweet (mini croissants, dough products and cakes) and savoury (bake rolls & pita bakes). Part of the Sports Revolution role will be integrating the brand values of 7DAYS into the Eurocup and Euroleague activation and fan engagement programme, via creative and promotional treatments.

Chipita chief executive Spyros Theodoropoulos added: “This is a perfect time for us to join together with Euroleague Basketball as they embark on delivering a new era of sustainable growth and prosperity. In today’s business environment it is critically important to find partners with common objectives and common values, and we believe strongly that we have now found this.”