Smashi Sports has sealed a landmark $1 million media and sponsorship partnership with the UAE Basketball Association, extending their collaboration across the 2025/2026, 2026/2027, and 2027/2028 seasons. This deal cements Smashi as the Host Broadcaster, Digital Streaming Partner for all domestic competitions, and Main Jersey Sponsor of the UAE Mens National Basketball Team, revolutionizing media marketing for basketball in the UAE. In an era of 360 marketing strategies, this alliance blends live production, jersey branding, and digital amplification to propel the sport to new heights.
The renewed agreement builds on proven success, where Smashi Sports has already streamed over 900 matches, garnered 2.5 million reach, 650,000 views, and 5,500 hours watched, alongside 220,000 app downloads. Now, Smashi takes charge of host broadcast and digital streaming rights for key competitions: UAE Men’s National League, Men’s Open Cup, President Cup, VP Cup, Women’s National League, U19 Youth League and Cup, and DIBC. This scope delivers full live production, AI-powered camera systems at venues, a dedicated Smashi TV basketball channel, and robust social amplification via media and social platforms.
Richard Fitzgerald, CEO and Founder of Augustus Media, emphasized the vision: Renewing this partnership reflects the trust, results, and shared vision between Smashi Sports and the UAE Basketball Association. Over the past seasons, we have seen how digital-first coverage can elevate local sport, and this extension allows us to take that impact even further. In media marketing terms, this is a masterclass: Smashi integrates jersey sponsorship with content ownership, creating a closed-loop ecosystem that drives fan engagement and brand visibility.
Augustus Medias backing powers this through 360 marketing, encompassing ATL marketing via TV channels on Android TV, Apple TV, Samsung, LG, and more, plus on-demand access anywhere. The partnership includes a three-season original documentary series tracking the UAE Mens National Team, blending storytelling with jersey branding for deeper media and social penetration. Brands gain premium, safe environments for integrations amid 1,000+ annual regional matches streamed.
At its core, the deal spotlights UAE Basketballs vibrant domestic scene, from elite men’s leagues to burgeoning women’s and youth divisions. The UAE Men’s National League features top clubs battling for supremacy, while cups like the President Cup add knockout drama. Women’s National League grows participation, and U19 events nurture talent, feeding into the national team that recently clinched dramatic wins, such as an 81-79 thriller over Bahrain in the Arab Championship.
This ecosystem aligns perfectly with Smashi’s 360 marketing prowess, where live streams on media and social platforms reach GCC audiences. The national team, jersey-sponsored by Smashi, eyes regional glory in FIBA WASL Gulf League, with UAE clubs like Al Ittihad Jeddah competing in semis. Dubai Basketball Club, meanwhile, enters EuroLeague fray against giants like Monaco and Asvel, elevating local standards. Smashi Sports prior feats streaming 900+ matches across basketball, handball, volleyball, futsal, and drifting underscore its infrastructure, bolstered by Augustus 2023 acquisition of CamPlus Sports and Pixellot AI cameras.
Smashi Sports, under Augustus Media, leads digital broadcasting with 13 content verticals, including exclusive rights for UAE federations in basketball, handball, futsal, and volleyball. Their platform streams 1,000+ local matches yearly via ATL marketing on smart TVs and mobiles, plus media and social clips for viral reach. Past metrics2.5M reach, 30K app users prove ROI, positioning Smashi for GCC expansion, like Bahrain Zain Basketball Premier League.
This UAE Basketball deal exemplifies 360 marketing: jersey visibility pairs with live production, documentaries, and integrated campaigns. AI cameras enable remote broadcasting, scaling coverage cost-effectively. As Lovin Dubai noted in early partnerships, Smashi changes the streaming game with high-quality access region-wide.
Smashi’s Main Jersey Sponsor status for the UAE Men’s National Team fuses ATL marketing with on-court presence, visible in leagues and international play. Combined with host rights, it creates immersive media marketing: fans watch via Smashi TV, engage on media and social, and connect through documentaries.
This mirrors Smashi’s multi-sport portfolio, from Emirates Drift to MINA Cup, building a 360 marketing powerhouse. For UAE Basketball, it modernizes visibility, growing from niche to mainstream amid Dubai International tournament finals.
UAE sports broadcasting thrives, with Smashi complementing global ties like Dubai Sports EuroLeague rights. Augustus networks Lovin, Smashi, ODEUM drive 360 marketing across 22+ cities. LinkedIn buzz around the deal highlights industry excitement.
The documentary series will humanize athletes, boosting media and social engagement while jerseys promote Smashi during FIBA events.
Over three seasons, expect enhanced production, wider distribution, and deeper fan ties, solidifying UAE basketballs footprint. Smashi’s tech stack AI, multi-platform ensures seamless 360 marketing.
This $1M commitment cements Smashi as UAE sports media leader, blending ATL marketing, media and social, for transformative media marketing.
Sources: Augustus Media press release, Smashi Sports Instagram, LinkedIn posts, FIBA WASL, Lovin Dubai, Asia-Basket, Sharjah24, We Are Augustus, Arab Ad Online.
