Euroleague Basketball, the organizer of Europe's elite EuroLeague club competition, has today announced a global partnership with the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi).
As part of the deal, ‘Experience Abu Dhabi’ has been named the official tourism and travel destination of the EuroLeague and second-tier EuroCup for the remainder of the 2024-25 season.
Go deeper with GlobalData
Beginning with this week’s round 27 EuroLeague matches, ‘Experience Abu Dhabi’ will be prominently featured across EuroLeague and EuroCup games, including in-arena signage and live broadcasts.
Additionally, the partnership will extend into the digital sphere, with significant brand presence across Euroleague Basketball’s digital platforms and exclusive branded content.
‘Experience Abu Dhabi’ will serve as a second-tier premium partner of Euroleague Basketball alongside Motorola, BKT, and Adidas.
They sit under title sponsor Turkish Airlines, whose long-standing deal is set to expire at the end of this season.
The global Abu Dhabi partnership deal follows a recent agreement between Euroleague Basketball, DCT Abu Dhabi, and Etihad Arena to host this year’s EuroLeague Final Four season climax in Abu Dhabi, from May 23 to 25, for the first time in history.
Gawain Davies, Euroleague Basketball Chief Commercial Officer, said: “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.”
Abu Dhabi has established itself as a sports destination in the Middle East, hosting events such as the FIFA Club World Cup (2009, 2010), Abu Dhabi Golf Championship, UFC events, and the annual Formula 1 Abu Dhabi Grand Prix.
The city has also hosted several NBA pre-season games in recent years.
