Turkish Airlines Euroleague Final Four: Elite sports hospitality meets the elite sports in Berlin
At Europe’s biggest basketball weekend, the Final Four 2024, we hosted 2,500 VIPs with hospitality that fused global prestige with the unique character of Berlin
participants
14,500
industry
Basketball
event type
Live Event
location
Berlin
The challenge
The Final Four is more than basketball, it is the pinnacle of the game in Europe. In Berlin’s state-of-the-art Uber Arena, our task was to deliver hospitality that matched the drama on court and prestige of the event. Guests and sponsors expected a weekend where every detail mattered, from premium service and exclusivity to immersive experiences that made them feel part of something special.
What we did
We reimagined EuroLeague’s flagship weekend, designing hospitality that went far beyond the arena. Inside the Uber Arena, tailored VIP zones were created with premium design, curated entertainment, and bold AV branding. Every detail was crafted for comfort, exclusivity and brand alignment. Outside, the Premium Garden became a destination itself, alive with live music, DJ sets, freestyle basketball shows, branded photo moments and authentic Berlin street food. For the first time, we introduced ‘weekend pack’ experiences, which included behind-the-scenes tours, tastings, cultural activities and intimate dinners with basketball legends. Each addition deepened engagement and turned a tournament into a journey. Despite strict venue regulations, our team ensured flawless flow through meticulous planning, seamless logistics and precision execution.
The result
The Final Four became a platform for connection as much as competition. Over 2,500 VIPs shared elevated experiences that left a lasting emotional mark. Sponsors and guests praised the seamless execution, while the event was nominated for Best Sports Event at the 2024 Sports Business Awards, highlight the success of the weekend, on and off the court.
Services
Brand & guest experience
Complex logistics
Project management
Technical production
The event in numbers
14,500
Overall Attendance
4
Teams, 1 Winner
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