DCT Abu Dhabi Becomes Official Global Partner Of Euroleague Basketball To Boost Tourism

The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) has partnered with Euroleague Basketball. This collaboration designates 'Experience Abu Dhabi' as the official tourism and travel destination for the Turkish Airlines EuroLeague and BKT EuroCup until the end of the 2024-25 season. The partnership aims to enhance Abu Dhabi's reputation as a centre for sports excellence.

Starting from Round 27 of the Turkish Airlines EuroLeague, 'Experience Abu Dhabi' will be prominently displayed during EuroLeague and EuroCup games. This includes in-arena signage and live broadcasts. The partnership will also extend to digital platforms, ensuring significant brand visibility across Euroleague Basketball’s online presence.

Abu Dhabi has quickly become a leading sports hub in the Middle East. It hosts major events like the FIFA Club World Cup, Abu Dhabi Golf Championship, and Formula 1 Etihad Airways Abu Dhabi Grand Prix. Basketball is also gaining popularity, with NBA pre-season games and the USA Basketball Showcase held in the emirate.

Saood Al Hosani, Under-Secretary of DCT Abu Dhabi, stated, "Our partnership with Euroleague Basketball is a significant milestone in Abu Dhabi’s evolution as a premier global sporting destination and a trusted partner for top global brands. As the official tourism and travel destination of the Turkish Airlines EuroLeague and BKT EuroCup, we are proud to champion basketball in the region, driving mutual growth while further igniting passion for the sport. We look forward to welcoming basketball fans from around the world, offering them an unforgettable experience that blends world-class competition with Abu Dhabi’s rich culture, warm hospitality, and vibrant entertainment."

The agreement between DCT Abu Dhabi, Euroleague Basketball, and Etihad Arena will see the Turkish Airlines EuroLeague Final Four hosted in Abu Dhabi from May 23 to 25. This marks a historic first for both parties. The event aligns with Euroleague Basketball’s goal of expanding its reach globally while maintaining its legacy of excellence.

Gawain Davies, Chief Commercial Officer at Euroleague Basketball, expressed enthusiasm about this development: "We are delighted to announce this new partnership, which is a natural evolution following the confirmation of the EuroLeague Final Four in Abu Dhabi. The Middle East, and Abu Dhabi in particular, is emerging as a top-tier tourism destination, with sports playing a key role in its leisure and entertainment offerings. This collaboration will reinforce that message, bringing Abu Dhabi’s unique attractions to the global Euroleague Basketball audience."

Strategic Vision for Tourism Growth

This strategic move aligns with Abu Dhabi's Tourism Strategy 2030. The plan aims to attract 39.3 million visitors by 2030 while generating 178,000 new jobs within the tourism sector. Additionally, it seeks to contribute AED90 billion to the emirate’s GDP by that year.

The collaboration between DCT Abu Dhabi and Euroleague Basketball not only strengthens sporting ties but also enhances cultural exchange opportunities. By hosting international events like these tournaments, Abu Dhabi continues to position itself as a vibrant destination for both sports enthusiasts and tourists alike.

With inputs from WAM