DCT Abu Dhabi And Etihad Airways Join Forces As Main Partners Of Euroleague Basketball For Four Years

The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) and Etihad Airways have entered into a significant partnership with Euroleague Basketball for the next four years. This collaboration highlights Abu Dhabi's rising influence in global sports and represents a pivotal point in Euroleague Basketball's commercial journey, linking the emirate to over 90 million passionate fans worldwide.

Under this agreement, Experience Abu Dhabi, DCT Abu Dhabi's destination brand, along with Etihad Airways, the UAE's national airline, are now Main Partners and Final Four Presenting Partner of Euroleague competitions. Their branding will be prominently displayed during Euroleague and EuroCup games through in-arena signage, live broadcasts, and jersey integration across all participating teams. Over the four-year span, their logos will rotate on team jerseys to ensure balanced visibility.

The partnership extends into digital realms with extensive brand integration on Euroleague Basketball’s platforms. Fans can look forward to exclusive co-created content and innovative activations designed to enhance engagement. These efforts aim to broaden the competitions' global reach and bring audiences closer to the game.

Saood Abdulaziz Al Hosani, Undersecretary of DCT Abu Dhabi, highlighted that this partnership is crucial for Tourism Strategy 2030. It aims to boost visitor numbers, support economic diversification, and establish Abu Dhabi as a top global destination for tourism, culture, and sport.

Antonoaldo Neves, CEO at Etihad Airways, expressed enthusiasm about supporting European basketball's pinnacle event alongside DCT Abu Dhabi. "Euroleague represents the pinnacle of European basketball," he stated.

Paulius Motiejunas, CEO of Euroleague Basketball, shared his excitement: "With Experience Abu Dhabi and Etihad Airways joining us, we look forward to creating unforgettable experiences for our fans while further strengthening the league’s international presence."

Future Expansion Plans

The 2025–26 Euroleague season will witness significant growth as it expands to include 20 teams. Newcomers Dubai Basketball will join when the Regular Season begins on 30th September. The season will conclude with the prestigious Final Four event in Athens, Greece from 22nd to 24th May 2026.

This strategic alliance not only enhances brand visibility but also solidifies Abu Dhabi's position as a key player in international sports events. The collaboration promises exciting developments for both partners and fans alike over the coming years.

With inputs from WAM