This multi-year collaboration arrives as Dubai Basketball prepares for its highly anticipated debut in the prestigious Turkish Airlines EuroLeague for the 2025–26 season, marking a turning point in the club’s journey to become a globally resonant basketball brand rooted in engaging fan experiences and commercial storytelling. The appointment of M+C Saatchi Sport & Entertainment signals a comprehensive media marketing strategy aimed at building Dubai Basketball’s brand ecosystem across local and international markets. The agency will oversee the club’s visual identity, content production, and sponsorship activations, blending targeted media efforts with data-driven audience insights to cultivate deep fan loyalty and monetize engagement. Central to the partnership is M+C Saatchi’s proprietary Fancom methodology, which has been successfully deployed for global brands such as Coca-Cola, Adidas, and the Premier League. This method will tailor Dubai Basketball’s media and social outreach to optimize connection with diverse audiences throughout the Middle East and beyond.
Founded in 2023 and backed by the Dubai Sports Council, Dubai Basketball is the first Middle Eastern team to enter the EuroLeague, Europe’s premier basketball competition. The club secured a five-year wildcard entry aligned with the league’s expansion plans to diversify geographically and commercially. After a debut season in the ABA League that saw the team reach the playoff semi-finals and attract nearly 80,000 spectators to Dubai’s 17,000-seat Coca-Cola Arena, the club has established a foundation for a high-impact EuroLeague launch. M+C Saatchi’s partnership is critical to amplifying this momentum through compelling media campaigns, sponsorship activations, and storytelling that resonate with both local and global basketball enthusiasts.
This strategic partnership extends M+C Saatchi’s broader ambitions in the Middle East where the agency has recently enhanced its presence by acquiring Dubai-based creative firm DUNE | 23. This acquisition strengthens its capacity to deliver regionally informed yet globally consistent campaigns across sport and entertainment verticals. Dubai Basketball will benefit from this expanded expertise, with plans to collaborate closely with EuroLeague officials, Dubai Sports Council, and club leadership to ensure aligned messaging and maximize media and social impact. The integrated promotion strategy covers live events, digital content, social media activations, and sponsorship management designed to build a loyal, engaged fan base.
Dubai Basketball’s vision goes beyond on-court success. By embedding itself carefully within the media marketing landscape, the club aims to become a culturally relevant sports brand that inspires community passion and international recognition. The partnership with M+C Saatchi is not only about external communication but also about building a sustainable commercial ecosystem supporting long-term growth. The collaboration leverages cutting-edge data analytics and audience segmentation to fine-tune content and sponsorship assets, thereby increasing both fan engagement and partnership value.
As Dubai Basketball prepares to face Europe’s premier teams including Real Madrid, FC Barcelona, Olympiacos, and Fenerbahce, the club’s partnership with M+C Saatchi Sport & Entertainment lays a strong foundation for enduring success on and off the court. This alliance aligns with Dubai’s broader ambitions to cement its status as a vibrant global sports hub. Through expertly crafted media strategies, targeted media investments, and robust media and social engagement, Dubai Basketball aspires to set new benchmarks in professional sports branding and commercial innovation.
Sources: M+C Saatchi Group, Dubai Basketball Official Website, SportBusiness, The Sports Playmaker, Dubai Sports Council, EuroLeague Basketball, Coca-Cola Arena Events, DUNE | 23 Marketing Agency, Dubai Media Office.
