U-BT Cluj-Napoca's Business Strategy Fuels European Basketball Success

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U-BT Cluj-Napoca's Strategic Business Moves Propel Club to European Prominence

Innovative leadership and robust partnerships drive Romanian basketball club's ascent

U-BT Cluj-Napoca has emerged as a beacon of success in Romanian basketball, demonstrating that strategic business decisions can elevate a club to international prominence.

Over the past five years, the club has made significant strides, progressing from the FIBA Europe Cup to the EuroCup, where it has established itself as a formidable contender.

Branko Cuic, the club's General Manager, has been instrumental in this transformation.

He emphasizes the importance of building honest and friendly relationships with players, sponsors, and everyone around the club.

A pivotal factor in U-BT Cluj-Napoca's success is its partnership with Banca Transilvania, the largest bank in Southeastern Europe.

This collaboration has provided the financial stability necessary for the club's growth.

The club's home games are held at the BTarena, a state-of-the-art facility with a capacity of 10,000 spectators.

Since joining the EuroCup in 2022, U-BT Cluj-Napoca has led the league in attendance for three consecutive seasons, with an average of 7,516 spectators per game in the 2024-2025 season.

In March 2025, the club faced Valencia Basket in the EuroCup quarterfinals.

Despite a valiant effort, U-BT Cluj-Napoca was defeated, concluding their impressive run in the competition.

Looking ahead, the club is set to join the ABA League for the 2025/2026 season.

Cuic views this as a "win-win" situation, stating that the league gains more quality with Cluj's participation, while the club benefits from facing high-level competition throughout the season.

U-BT Cluj-Napoca also manages the first officially recognized Basketball Academy in Romania, focusing on long-term player development.

The academy currently includes over 600 registered junior athletes, aged between 7 and 20.

Cuic acknowledges the challenge of retaining top Romanian talent, as many young players are drawn to opportunities abroad.

However, the club is committed to investing in its academy to develop players who can make a significant impact on the senior team.

As U-BT Cluj-Napoca continues to set ambitious goals, its strategic business approach serves as a model for other clubs aiming to achieve success on the European stage.