In a transformative move for international sports sponsorships, the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) and Etihad Airways have become the main partners of EuroLeague Basketball, Europe's premier men’s club competition, for the next four years. Announced in September 2025, this strategic alliance marks the first title sponsor change for EuroLeague Basketball in fifteen years and comes as the league expands globally and welcomes new entrants, including Dubai Basketball. The partnership not only repositions Abu Dhabi on the map of global sport, but it underscores sports marketing as a catalyst for economic, cultural, and tourism development.
Under the agreement, Experience Abu Dhabi, the destination brand of DCT Abu Dhabi, and Etihad Airways, the UAE’s flagship carrier, receive main partner status for all EuroLeague events, including exclusive presenting partner rights for the prestigious Final Four, which will be held in Athens, Greece, May 2026. This collaboration brings together world-class branding and activation assets:
• Prominent Experience Abu Dhabi and Etihad Airways branding on EuroLeague and EuroCup team jerseys, with logos rotating across each team during the season to provide balanced exposure.
• Extensive arena signage, broadcast integration, and digital content co-created for deep fan engagement, giving both brands direct access to a global audience of over 90 million basketball fans.
• Digital campaigns and live activations designed to create memorable experiences and broaden the international reach of the league while further connecting it with Abu Dhabi’s tourism and cultural ambitions.
• Continued brand placement in the lead-up to and throughout the Final Four, ensuring Abu Dhabi’s place as a global host for major sports events.
The sponsorship is more than a marketing exercise, it reflects a shared vision among EuroLeague, DCT Abu Dhabi, and Etihad Airways to leverage sport as a tool for economic growth, community development, and international collaboration. Saood Abdulaziz Al Hosani, Undersecretary at DCT Abu Dhabi, commented: “This strategic partnership with EuroLeague Basketball and Etihad Airways marks a significant step forward in strengthening Abu Dhabi’s presence on the global stage, reinforcing its position as a vibrant hub for basketball fans around the world. The impact of sport extends far beyond the court, it drives tourism, attracts investment, and enhances infrastructure for major events. This partnership stands as a key pillar of our Tourism Strategy 2030, driving visitor growth, supporting economic diversification, and solidifying Abu Dhabi’s status as a preferred global destination for tourism, culture, and sport.”
This sponsorship is a textbook example of modern sports branding, as it aligns business objectives and cultural values across multiple geographies. For Etihad Airways, the new partnership is a launchpad for accessing new markets and deepening global connections: “EuroLeague represents the pinnacle of European basketball, and we’re excited to support this incredible sporting spectacle alongside our valued partner DCT Abu Dhabi. Through our network, we bring people to Abu Dhabi from across the globe, and this partnership allows us to reach new audiences who share our belief that the best experiences happen when you venture beyond borders,” said Antonoaldo Neves, CEO at Etihad Airways. The branding elements, jersey rotation, digital platforms, arena signage, and content integration, demonstrate how thoughtful sponsorship can create immersive experiences for fans while amplifying tourism and business outcomes.
At the heart of this partnership lies an ambitious expansion of EuroLeague itself. For the first time, Dubai Basketball joins the EuroLeague competition, making its debut at Coca-Cola Arena with a schedule that brings Europe’s most successful clubs, such as Real Madrid and FC Barcelona, to Dubai. Dubai Basketball’s entry into the EuroLeague is supported by additional regional sponsorships and activation deals, including Equiti’s partnership with Dubai Basketball as its Founding Partner and Official Digital Wealth Partner, showcasing the ecosystem of sports sponsorships now thriving in the region.
Dubai’s team enters the league “stacked with European stars and former NBA players” and is aiming to establish itself in what is considered the world’s second-best pro basketball league. The debut game on September 30 features Partizan Belgrade as the opponent and is set to energize both local and visiting fans. The regular season format means 38 matches per club, with top teams advancing to playoffs and a culminating Final Four, which last year attracted tens of thousands of passionate fans to Abu Dhabi’s Etihad Arena.
This sponsorship and the accompanying league expansion carry far-reaching consequences. Abu Dhabi, already an emerging sports hub through partnerships in Formula 1, football, and UFC, now adds basketball to its portfolio of headline activations. The partnership supports DCT Abu Dhabi’s Tourism Strategy 2030, emphasizing the role of events in driving visitor numbers, increasing hotel stays, and stimulating investment in infrastructure and hospitality. More broadly, athletes, clubs, and fans benefit from new platforms for talent development, cultural exchange, and international recognition.
EuroLeague’s commercial strategy has been revamped to prioritize global sponsors and unique partnerships over its former model of multiple regional deals. The competition between EuroLeague, the NBA, and FIBA for European primacy in club basketball is intensifying, with future growth likely centered on brand equity, digital engagement, and city-driven expansions. Meanwhile, the multi-year partnership with DCT Abu Dhabi and Etihad Airways is seen as a model for “mutually beneficial growth, competitive excellence, and meaningful brand experiences” in sports marketing.
As EuroLeague Basketball CEO Paulius Motiejunas noted: “We are delighted to announce these partnerships, which embody our ambition to grow the game of basketball and foster meaningful global connections through sport. With Experience Abu Dhabi and Etihad Airways joining us, we look forward to creating unforgettable experiences for our fans while further strengthening the league’s international presence.”
Beyond branding, activations will play an important role in engaging audiences. Interactive pop-up courts, digital fan campaigns, youth clinics, and live events at prime venues like Coca-Cola Arena in Dubai will deepen crowd involvement and enhance the connection between sport, tourism, and the local culture.
Fans from across Europe and the Middle East can expect live broadcasts in multiple languages, innovative studio programming, and access to exclusive content featuring top players and teams. Activations tied to Etihad Airways and Experience Abu Dhabi will offer curated travel packages, integrating sports tourism with unique leisure and hospitality opportunities.
With the sponsorship agreement locked in for four years, Abu Dhabi and Dubai stand poised to become permanent fixtures on the global basketball calendar. This model of integrated sports sponsorships, focused digital engagement, and arena-driven activations is likely to become the blueprint for future partnerships in professional sports, especially as Dubai Basketball continues to attract top talent and host major international competitions.
This landmark sponsorship between DCT Abu Dhabi, Etihad Airways, and EuroLeague Basketball exemplifies the growing sophistication and impact of sports sponsorships worldwide. It leverages brand power, cultural appeal, and economic ambition to create unforgettable sporting moments, propel tourism, and reinforce the Middle East as a leading destination for major events. The collaboration signals a new era for sports marketing, sets new standards for sports branding, and shows how cities and companies can work together to shape the future of international sport.
Sources: The National, Etihad Airways Press Office, EuroLeague Basketball, SportsPro, Sportcal, Gulf News, Platinumlist, Dubai Basketball, WAM Emirates News Agency, BasketNews, Coca-Cola Arena, Al Etihad, DCT Abu Dhabi Media, Davis Bertans Interview
