The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi), has announced an exciting new collaboration as the Official Global Partner of Euroleague Basketball.
As a result of the partnership, ‘Experience Abu Dhabi’ has been appointed as the official tourism and travel destination of the Turkish Airlines EuroLeague and BKT EuroCup for the remainder of the 2024-25 season. This agreement reinforces Abu Dhabi’s rising stature as a premier presentation hub for world-class, high-performance sports events.
The Next Steps on the Journey
Starting from Turkish Airlines EuroLeague Round 27 onwards, ‘Experience Abu Dhabi’ will be prominently displayed across EuroLeague and EuroCup games coverage, including in-arena signage and live broadcasts. This collaboration promotion campaign will extend into the digital realm, with a strong brand presence across Euroleague Basketball’s digital platforms, featuring exclusive branded content, magnifying Abu Dhabi’s global visibility.
HE Saood Al Hosani, Undersecretary of the Department of Culture and Tourism – Abu Dhabi, commented:
“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.”
Abu Dhabi: A Thriving Hub for Global Sports
Abu Dhabi has rapidly established itself as one of the Middle East’s top-tier sports hubs on the global circuit. The emirate is now exceedingly familiar with what it takes to host world-class events such as the FIFA Club World Cup (2009 and 2010), Abu Dhabi Golf Championship, Abu Dhabi World Triathlon Championship Series, UFC mixed martial arts events, and the annual F1® Etihad Airways Abu Dhabi Grand Prix, delivering them consistently to the highest standards.
Basketball’s Growing Presence in Abu Dhabi
Basketball has also gained a remarkable fan base in Abu Dhabi, attracting both residents and visitors from the Middle East and beyond. The emirate has hosted events such as the NBA pre-season games and USA Basketball Showcase, featuring national teams from the USA, Serbia, and Australia. This expansion in the UAE capital’s sports portfolio aligns perfectly with Abu Dhabi’s Tourism Strategy 2030, which aims to attract 39.3 million visitors, generate 178,000 new jobs in the tourism sector, and contribute AED 90 billion to the emirate’s GDP by 2030.
Gawain Davies, Euroleague Basketball Chief Commercial Officer, said in his response:
“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.”
A Historic Milestone for Euroleague Basketball
This announcement follows an agreement between Euroleague Basketball, DCT Abu Dhabi, and Etihad Arena to host the Turkish Airlines EuroLeague Final Four in Abu Dhabi, from May 23 to 25. Euroleague Basketball’s decision to host the Final Four in Abu Dhabi, marking a historic first, aligns seamlessly with the organisation’s long-term vision to reach new audiences while building on its 25-year legacy of sporting excellence and driving significant expansion into new global markets
Help make history with ES Sport at Euroleague Final Four 2025 Abu Dhabi.
“The beauty of basketball is that it is an art.” – Julius Erving
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