Today's Edition
KUUMAR SHYAM (ABU DHABI)
A bit-part sponsorship for a four-game event in the UAE capital and small talk during a gala dinner on a May night has snowballed into a massive agreement in which the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) and Etihad Airways have been confirmed as main sponsors of EuroLeague Basketball.
A four-year sponsorship deal for the main title of European basketball’s flagship tournament has taken Abu Dhabi another step forward in its growing engagement with international sport.
The agreement, announced this week, designates Etihad Airways and Experience Abu Dhabi, the brand under DCT, as the main partners of the EuroLeague and BKT EuroCup. They will also be the Presenting Partners of the EuroLeague Final Four – basketball’s equivalent of the NBA play-offs – which Abu Dhabi hosted in May and retain for two more years, not necessarily in succession.
Antonoaldo Neves, the CEO of Etihad Airways, recalled the talks with EuroLeague and DCT Abu Dhabi officials on the sidelines of Final Four: “I do believe in love at first sight, and for Etihad it was love at first sight with EuroLeague,” he said during the signing.
“We had great conversations about the future and the potential of this partnership. This is really important for Etihad and for Abu Dhabi.
“This is about 90 million basketball fans across the world. Three years ago, we had only 12 destinations with two flights a day. Today, we have more than 45 destinations with more than two flights a day out of the 90 we serve. The fact that we are partnering with EuroLeague and DCT is an important venue for us to bring more tourists to Abu Dhabi and to let more people experience Etihad.”
He also linked the partnership with the airline’s broader ambitions. “We have the best stopover [travel] programme in the world today, recognised by third parties. And now I’m 100% sure we’re going to have the best sport partnership in the world starting today.”
The latest partnership secures prominent visibility for Abu Dhabi and its national carrier across EuroLeague competitions, from in-arena branding and live broadcasts to jersey exposure.
The two brand logos will rotate among participating teams over the four seasons as per the arrangement. UAE can also expect extensive integration on digital platforms, alongside activations designed to engage EuroLeague’s 90 million global fanbase.
Saood Abdulaziz Al Hosani, Undersecretary of DCT Abu Dhabi, said the partnership aligns with the emirate’s Tourism Strategy 2030. “This strategic partnership ... strengthens Abu Dhabi’s presence on the global stage and reinforces its position as a vibrant hub for basketball fans worldwide.
“Sport drives economic growth by boosting tourism, attracting investment and enhancing infrastructure for major events. This agreement is a key pillar of our vision to diversify the economy and solidify Abu Dhabi’s status as a preferred global destination.”
The deal builds on Abu Dhabi’s recent record of hosting and supporting marquee sporting events, from Formula One and UFC to the NBA Abu Dhabi Games, whose NBA Showcase of four teams from around the word gets under way on Thursday.
Also on the basketball courts across Europe, the Experience Abu Dhabi made its presence felt with the EuroLeague Final Four, while the Dubai Basketball club also gets a spot for the 2025–26 EuroLeague season and promises a strong debut in the 20-team league.
Dubai Basketball club’s first game is scheduled for September 30 at the Coca-Cola Arena, where all stakeholders present at Tuesday evening’s announcement will reassemble as the new avatar of EuroLeague takes over in Abu Dhabi colours.
EuroLeague Basketball CEO Paulius Motiejunas said: “We are living the dream. It’s like déjà vu,” he said, recalling his first visit to Abu Dhabi late last year when he came to finalise the Final Four arrangement.
“After 25 years of our league’s journey, this partnership unlocks new opportunities. We really have the best destination and the best airline. We are bound for success.”
The season will culminate inthe Final Four in Athens, Greece, on May 22–24, 2026.
