Dubai Media, through its flagship channel Dubai Sports TV, has secured a landmark five-season agreement to broadcast EuroLeague Basketball across the Middle East and North Africa (MENA) region. This ground-breaking free-to-air deal, brokered by EuroLeague’s long-term commercial partner IMG, provides unprecedented access for over 100 million households to Europe’s premier men’s club basketball league. The arrangement not only expands EuroLeague’s reach but positions Dubai Media as a key player in regional sports and media marketing.
Mohamed AlMulla, CEO of Dubai Media, underlined the strategic importance of this partnership: “Broadcasting the EuroLeague aligns with our vision of positioning Dubai as a global hub for premier sports and entertainment. This deal elevates the competition’s presence in the region and inspires a new generation of fans and athletes.” This statement highlights how media and social channels will play a critical role in enhancing fan engagement and deepening the sport’s cultural impact.
Dubai Sports TV will air every game involving the newly inducted Dubai Basketball Club alongside a curated selection of top-tier EuroLeague contests from the 20-team expanded league. Dubai Basketball’s entry into the EuroLeague marks the first instance of a Middle Eastern team participating in Europe’s elite basketball competition, adding a new dimension of local interest and intensifying regional sports branding efforts.
The league also welcomes new participants Israel’s Hapoel Tel Aviv and Spain’s Valencia Basket. Regular season clashes bring iconic clubs such as Real Madrid, FC Barcelona, FC Bayern Munich, Olympiacos, Panathinaikos Athens, and defending champions Fenerbahce into the spotlight for MENA audiences.
The 2025–26 EuroLeague season kicks off on September 30, with Dubai Basketball making history at Dubai’s Coca-Cola Arena by facing Serbia’s Partizan Mozzart Bet Belgrade. The opening night features seven games, providing an electrifying start to the season and showcasing the expanded league’s global ambitions. This event exemplifies modern content marketing strategies, combining live sporting spectacle with curated digital experiences targeted at regional and international fans.
EuroLeague Basketball CEO Paulius Motiejunas lauded the deal as a significant milestone: “We have prioritized expanding the EuroLeague into new territories, creating opportunities for more fans to experience the competition. Following last season’s outstanding Final Four in Abu Dhabi and this season’s debut of Dubai Basketball, this agreement ensures the highest broadcast standards for fans across MENA.” This underlines the league’s progressive approach to media marketing, seeking to drive growth through premium content and new audiences.
Dubai Media’s role reflects a broader shift toward integrated sports marketing strategies, where media channels, sponsorships, and content marketing work symbiotically to nurture fan communities and elevate brand partnerships on and off the court.
This media partnership complements another high-profile sports marketing alliance in the region: the Department of Culture and Tourism – Abu Dhabi and Etihad Airways recently became main sponsors of EuroLeague Basketball, reinforcing the Middle East’s growing influence in international sport.
Together, these arrangements harness media and social platforms, innovative activations, and regional sponsorships to create a vibrant ecosystem for basketball and sports entertainment across the Gulf. They exemplify how targeted media marketing supports not only brand exposure but also tourism, economic development, and community engagement.
With the deal locked in for five seasons, Dubai Media and EuroLeague Basketball set a new benchmark for media rights partnerships in the MENA region. The combination of a local team, expansive broadcasting, and digital content marketing promises to accelerate the growth of basketball fandom and sports media sophistication in the Gulf and beyond.
This strategic partnership showcases media marketing as a powerful vehicle for expanding sports’ cultural reach while driving commercial success. Content marketing campaigns intertwined with live game broadcasts and fan engagement initiatives will amplify the narrative of basketball as a shared passion across the region.
Dubai Media’s acquisition of EuroLeague broadcast rights is a transformative moment in regional sports marketing, media marketing, and content marketing. It represents an innovative blend of sports sponsorship, media and social engagement, and event-driven storytelling. This partnership propels Dubai and the MENA region to the forefront of global basketball entertainment, setting the stage for a new era of growth, passion, and brand collaboration in the sports industry.
Sources: EuroLeague Basketball, Dubai Media, Sportcal, IMG, The National, Gulf News
