In cooperation, they committed themselves to supporting Slovenian basketball

Pivovarna Laško Union and the Slovenian Basketball Association have announced a new multi-year partnership aimed at supporting Slovenian basketball and enhancing its connection with fans both domestically and internationally. The agreement was signed on July 7, 2026, during an event held at the Union Brewery in Ljubljana, marking the beginning of a collaboration that will last until the end of 2029. This renewed partnership builds upon previous successful collaborations between the two entities and highlights their shared commitment to promoting Slovenian sports culture. The agreement outlines that Pivovarna Laško Union, under its brand Union, will serve as the silver sponsor of the men's national team of Slovenia. This sponsorship includes support for the team during domestic, European, and world championship matches. Additionally, the partnership extends beyond traditional sponsorship roles, aiming to create memorable experiences for fans and strengthen the bond between the national team and its supporters. The collaboration also includes plans to work together on the EuroBasket 2029 project, which Slovenia will co-host alongside Greece, Estonia, and Spain. Union has long been a significant supporter of Slovenian sports, including basketball, which holds a special place in the country due to its strong fan culture and ability to unite people beyond just sport. The company has been actively involved in supporting various Slovenian sporting stories over the years, making it a natural partner for the Slovenian Basketball Association. The partnership aims to continue creating proud moments and experiences for fans while contributing to the broader sports culture in Slovenia. Matej Erjavec, president of the Slovenian Basketball Association, expressed his enthusiasm about the continued collaboration with Pivovarna Laško Union. He emphasized the importance of having a partner who not only supports the national team but also shares common values and contributes to creating unforgettable moments for fans. Erjavec believes that this new chapter of cooperation will further enhance the experience for supporters watching the Slovenian national team compete. Marta Bulhak, CEO of Pivovarna Laško Union, highlighted how this partnership continues a shared journey where the Union brand connects friends and creates meaningful experiences. She noted that the collaboration aligns with the company’s broader strategy of supporting sports through strong partnerships, particularly focusing on sports federations and high-profile events where they can collectively create maximum value for sports, communities, and their brands. The partnership also includes a preliminary agreement regarding involvement in the EuroBasket 2029 project. Aleš Križnar, director of the EP2029 organization, stated that EuroBasket 2029 represents a major opportunity for Slovenian basketball, promoting Slovenia, and creating new experiences for local and international fans. He emphasized the role of strong Slovenian companies and brands in such large projects, noting that they can significantly contribute to the visibility of the tournament, fan energy, and the overall impact of the event. Križnar praised the long-standing tradition of the Union brand in connecting with sports, fans, and the Slovenian environment, expressing excitement about collaborating to recognize these connections. This new partnership signifies a continuation of efforts to elevate Slovenian basketball on the global stage. With Union's support, the national team will receive enhanced backing in terms of resources, visibility, and fan engagement. The collaboration also sets the foundation for future initiatives related to EuroBasket 2029, ensuring that the event becomes a highlight in the international sports calendar. As the partnership progresses, it is expected to bring additional benefits to Slovenian basketball, fostering growth and strengthening its presence in the global sports community.