The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) and Etihad Airways have signed on as main sponsors of Euroleague Basketball for the next four years.
This landmark partnership highlights Abu Dhabi’s rising profile in global sports while marking a significant step in Euroleague Basketball’s commercial growth, linking the emirate with the league’s more than 90 million devoted fans worldwide.
As part of the agreement, Experience Abu Dhabi – the destination brand of DCT Abu Dhabi – and Etihad Airways, the UAE’s national airline, will serve as Main Partners of Euroleague competitions and Presenting Partner of the Final Four.
xperience Abu Dhabi and Etihad Airways branding will be prominently featured across Euroleague and EuroCup games, including in-arena signage, live broadcasts and jersey integration across all Euroleague participating teams. Over the four-year period, the Experience Abu Dhabi and Etihad Airways logos will rotate across Euroleague team jerseys, ensuring balanced exposure.
The partnership also extends into the digital sphere, featuring extensive brand integration on Euroleague Basketball’s platforms and exclusive co-created content. Fans can also expect a slate of innovative activations aimed at deepening engagement, expanding the competitions’ global reach, and bringing audiences closer to the game.
Saood Abdulaziz Al Hosani, Undersecretary of DCT Abu Dhabi, said that this partnership stands as a key pillar of Tourism Strategy 2030 – driving visitor growth, supporting economic diversification, and solidifying Abu Dhabi’s status as a preferred global destination for tourism, culture, and sport.
Antonoaldo Neves, Chief Executive Officer at Etihad Airways, said, “Euroleague represents the pinnacle of European basketball, and we’re excited to support this incredible sporting spectacle alongside our valued partner DCT Abu Dhabi.”
Paulius Motiejunas, Euroleague Basketball CEO, commented, “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.”
The 2025–26 Euroleague season will also mark an expansion to 20 teams, with Dubai Basketball joining the competition. The Regular Season begins on 30th September and concludes with the Final Four in Athens, Greece, from 22nd to 24th May 2026.
(Inputs from WAM)
