Euroleague Basketball has just announced a major four-year partnership with two key players from Abu Dhabi: the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) and Etihad Airways. This collaboration marks an exciting new chapter for European basketball, connecting the league with new partners and a wider global audience.
🤝 A New Era for European Basketball
This strategic agreement makes DCT Abu Dhabi and Etihad Airways the official main partners for Euroleague Basketball competitions. As part of the deal, the “Experience Abu Dhabi” and Etihad Airways brands will be highly visible during all Euroleague and BKT EuroCup games. You’ll see their logos on courtside signs, during live broadcasts, and even on the jerseys of all participating Euroleague teams, with the logos rotating between teams over the four years.
🏀 What This Means for Fans
The partnership is designed to bring fans closer to the action. Beyond the court, there will be a strong focus on digital content, with special collaborations and exclusive features on Euroleague’s online platforms. Fans can also look forward to new and creative activities aimed at making the game more engaging and expanding its reach to basketball lovers around the world. The goal is to create unforgettable experiences for the league’s 90 million supporters.
🌍 A Boost for Abu Dhabi and the League
This collaboration is a win-win for everyone involved. For Abu Dhabi, it helps solidify its reputation as a major global destination for sports and tourism. Leaders believe this will attract visitors, drive investment, and support the emirate’s long-term growth. For Euroleague Basketball, it’s a significant step in its global expansion. CEO Paulius Motiejunas expressed excitement about the partnership, highlighting its role in growing the sport and building meaningful international connections.
➡️ Looking Ahead to an Expanding League
The new partnership comes at a time of growth for the league. The 2025–26 season will see the Euroleague expand to 20 teams, welcoming a new team from Dubai. This expansion, combined with the new sponsorship, signals a bright and ambitious future for European basketball as it continues to grow its presence on the world stage.
