Founded in 2023, Dubai Basketball quickly established itself as a pioneering professional basketball franchise in the UAE. Marking its entrance into the competitive Adriatic Basketball Association (ABA) League in the 2024-2025 season, the team’s unprecedented trajectory and promising early successes have caught the attention of basketball enthusiasts and industry leaders alike. This partnership with adidas leverages brand marketing and strategic sports branding to further position Dubai Basketball as a formidable player both regionally and internationally.
The partnership is anchored in adidas’ dedication to backing Dubai Basketball’s ambitious goals of elevating the sport within the UAE and expanding its footprint globally. Beyond outfitting the entire team and staff with state-of-the-art sportswear technology, adidas aims to empower the club through community outreach, youth development programs, and long-term grassroots investments. This comprehensive brand strategy aligns with Dubai Basketball’s aspirations to transform basketball from a niche sport into a mainstream passion throughout the region.
Dubai Basketball’s debut season has been nothing short of spectacular. Since their first game at the iconic Coca-Cola Arena in September 2024, the team has maintained an impressive winning streak, including landmark victories against European powerhouses such as Partizan Belgrade and Red Star. Currently positioned in the top four of the ABA League, Dubai Basketball is strongly contending for qualification in the EuroLeague — the second most prestigious basketball competition after the NBA. Such early success showcases the club’s commitment to high performance and rising sporting standards.
General Manager Dejan Kamenjasevic expressed enthusiasm about the collaboration: “Adidas is synonymous with sporting excellence worldwide, which makes this partnership especially significant. Together, we are committed to nurturing basketball’s growth both at the professional level and across the community. This alliance supports our broader brand marketing goals by forging stronger connections with fans and aspiring athletes, further embedding basketball into the cultural fabric of the UAE.”
Representing adidas, Senior Vice President and General Manager of adidas Emerging Markets, Bilal Fares, reinforced this mutual commitment: “Partnering with Dubai Basketball reflects our shared vision to elevate basketball in the UAE and the broader Middle East. We are proud to equip the team with cutting-edge sportswear technology and support their journey both on and off the court. Our brand strategy prioritizes sustainable growth, community engagement, and inspiring the next generation of athletes.”
This partnership reflects more than just a supplier-client relationship; it constitutes a holistic branding alliance designed to amplify the identity and impact of both entities. Through integrated brand marketing efforts, including social media campaigns, live event activation, and collaborative content, adidas and Dubai Basketball aim to build a robust presence that resonates with diverse audiences. This synergy epitomizes how true sports branding extends beyond logos and kits to authentic storytelling and shared values.
Dubai Basketball itself stands as a testament to forward-thinking sports branding. The club’s multinational roster, featuring players from more than a dozen countries including the Philippines, USA, Serbia, Croatia, and beyond, signals a commitment to diversity and global outreach. The organization is steered by experienced FIBA-certified coaches, former professional players, and business experts committed to professional excellence and community development.
The inaugural season’s outstanding display of skill and teamwork has energized fans and professional circles alike, setting a high benchmark for the years ahead. The support from adidas not only enhances player performance through superior kit technology but also helps cement Dubai Basketball as a fundamental pillar in the region’s sports ecosystem. Both brands share ambitions to transform basketball culture, fuel enthusiasm, and create sustainable opportunities for athletes and fans.
In conclusion, the multi-year partnership between Dubai Basketball and adidas exemplifies the power of strategic sports branding and brand marketing to advance both organizational growth and the sport’s profile. By aligning on a forward-thinking brand strategy and supporting community initiatives, the collaboration promises to shape the future landscape of basketball in the UAE and beyond. Together, Dubai Basketball and adidas are poised to deliver memorable sporting moments, foster athletic talent, and inspire a passionate fanbase, solidifying their position as trailblazers in Middle Eastern sports.
Sources: Dubai Basketball official website, Soigne Middle East.
