Abu Dhabi Joins Euroleague Basketball As Main Partner For Four Years

Abu Dhabi’s Department of Culture and Tourism (DCT Abu Dhabi) and Etihad Airways have officially become main sponsors of Euroleague Basketball for the next four years. This partnership gives Abu Dhabi a strong presence in European basketball and connects the emirate with over 90 million fans worldwide.

Branding and Promotion Across Events

Under the agreement, Experience Abu Dhabi, the city’s official destination brand, and Etihad Airways will act as Main Partners and Final Four Presenting Partner. Their logos will appear on team jerseys, in arenas, and during live broadcasts. The logos will rotate among teams to ensure balanced visibility over the four-year period.

Digital Integration and Fan Engagement

The collaboration also covers digital platforms, co-created content, and fan engagement activities. These initiatives aim to reach more basketball fans globally and encourage more interaction with Euroleague events.

Boosting Tourism and Economy

His Excellency Saood Abdulaziz Al Hosani, Undersecretary of DCT Abu Dhabi, said this partnership will strengthen Abu Dhabi’s international presence. He noted that sports help economic growth by attracting tourists, investments, and improving infrastructure for large events. He added that this partnership is a major part of Abu Dhabi’s Tourism Strategy 2030.

Etihad Airways Supports Global Sports

Antonoaldo Neves, CEO of Etihad Airways, said Euroleague is one of the top basketball competitions in Europe. He explained that Etihad brings people from all over the world to Abu Dhabi, and this partnership helps reach new audiences who enjoy global experiences.

Euroleague Excited About New Partners

Paulius Motiejunas, CEO of Euroleague Basketball, expressed happiness about the partnership. He said that joining with Experience Abu Dhabi and Etihad Airways will help grow basketball globally and create memorable experiences for fans.

Upcoming Euroleague Season

The 2025–26 Euroleague season will feature 20 teams, including newcomers Dubai Basketball. The Regular Season starts on 30 September, and the Final Four will take place in Athens, Greece, from 22–24 May 2026.

Strategic Importance for Abu Dhabi

This collaboration highlights Abu Dhabi’s increasing role in international sports. It also supports the emirate’s focus on tourism, culture, and economic growth, showing how sports partnerships can boost global recognition and engagement.