Since the start of the 2025/26 season, the cruise company AIDA has been the official partner of the easyCredit Basketball Bundesliga. Extensive branding and activation measures are planned as part of the long-term cooperation.
The agreement focuses on marketing rights relating to the league and the easyCredit BBL cup competition, including extensive TV presence through LED advertising boards and permanent visibility on the basketball courts. The new partnership was brokered by Infront Germany, the exclusive marketer of the easyCredit BBL.
Marvin Macherey, Commercial Director of the easyCredit BBL: “We are delighted to welcome AIDA Cruises, undoubtedly the best-known cruise brand and one of Germany’s most successful tourism companies, as a strong partner of the easyCredit Basketball Bundesliga. AIDA Cruises’ strategic decision to become fully involved in basketball in the future is a strong signal and once again demonstrates the appeal and particularly attractive environment for brands that we can offer across Germany.”
This is the first time that AIDA has become a partner of the easyCredit Basketball Bundesliga. “Basketball stands for team spirit, emotions, and diversity—values that AIDA Cruises also lives by with complete conviction. With our commitment to the easyCredit BBL, we want to inspire people, bring them together, and create unforgettable moments—both on the court and on board,” explains Alexander Ewig, Senior Vice President of Marketing & Sales at AIDA Cruises. “Basketball brings people together, just like AIDA does on its voyages around the world. We are particularly enthusiastic about the family-friendly nature of the sport, which fits perfectly with AIDA.” The company’s commitment to basketball in Germany is not new. The cruise line has been supporting the Bundesliga team ROSTOCK SEAWOLVES since 2022. The partnership goes far beyond traditional sponsorship. It thrives on joint activities that promote cohesion and strengthen the region. AIDA is particularly committed to working together to support young talent. AIDA Cruises is also involved in other sports that focus on community and family friendliness. Premium Rights at Infront Germany: “AIDA Cruises and the easyCredit BBL are a great fit at all levels. As the league’s exclusive marketing partner, our goal was to showcase this and shape AIDA’s entry in a way that fits both the brand and the dynamics of the league. The fact that this partnership is now being implemented speaks to the appeal of the format and the confidence in basketball as a stage.”