DCT Abu Dhabi And Etihad Airways Form Strategic Partnership With Euroleague Basketball For Four Years

The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) and Etihad Airways have become major sponsors of Euroleague Basketball for the next four years. This collaboration enhances Abu Dhabi's global sports profile and connects the emirate with Euroleague's 90 million fans worldwide.

Experience Abu Dhabi, the destination brand of DCT Abu Dhabi, along with Etihad Airways, are now Main Partners and Final Four Presenting Partner for Euroleague competitions. Their logos will be prominently displayed during Euroleague and EuroCup games, including in-arena signage, live broadcasts, and on team jerseys. Over the four-year period, these logos will rotate across team jerseys to ensure balanced exposure.

The partnership also extends into digital platforms, featuring extensive brand integration on Euroleague Basketball’s channels. Fans can look forward to innovative activations that aim to deepen engagement and expand the competition’s global reach.

Saood Abdulaziz Al Hosani, Undersecretary of DCT Abu Dhabi, stated that this partnership is a significant step in strengthening Abu Dhabi’s presence globally. He highlighted how sport drives economic growth by boosting tourism, attracting investment, and enhancing infrastructure for major events. This collaboration aligns with their Tourism Strategy 2030 by driving visitor growth and supporting economic diversification.

Antonoaldo Neves, CEO of Etihad Airways, expressed excitement about supporting Euroleague alongside DCT Abu Dhabi. He noted that through their network, they bring people to Abu Dhabi from around the world. This partnership allows them to reach new audiences who share their belief in experiencing life beyond borders.

The 2025–26 Euroleague season will see an expansion to 20 teams, including newcomers Dubai Basketball. The Regular Season will begin on 30th September 2025 and culminate with the prestigious Final Four in Athens from 22–24 May 2026.

Paulius Motiejunas, CEO of Euroleague Basketball, expressed delight over these partnerships. He emphasized their ambition to grow basketball and foster meaningful global connections through sport. With Experience Abu Dhabi and Etihad Airways joining them, they aim to create unforgettable experiences for fans while strengthening the league’s international presence.

This strategic alliance marks a defining moment in Euroleague Basketball’s commercial evolution. It reinforces Abu Dhabi's stature as a vibrant hub for basketball fans worldwide while contributing to its status as a preferred global destination for tourism, culture, and sport.

With inputs from WAM