Abu Dhabi, Etihad Partner with Euroleague Basketball

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, marking a landmark strategic alliance in European sports. The partnership positions Abu Dhabi prominently on the global basketball stage, connecting the emirate with Euroleague’s 90 million fans worldwide.

Under the agreement, Experience Abu Dhabi, the destination brand of DCT Abu Dhabi, and Etihad Airways will serve as Main Partners and Final Four Presenting Partner. Their branding will appear across Euroleague and EuroCup games, including in-arena signage, live broadcasts, and team jerseys, which will rotate logos for balanced exposure over the four-year period.

The collaboration also includes digital integration on Euroleague platforms, co-created content, and fan engagement initiatives designed to expand the competition’s global reach and deepen audience interaction.

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His Excellency Saood Abdulaziz Al Hosani, Undersecretary of DCT Abu Dhabi, said: “This strategic partnership marks a significant step forward in strengthening Abu Dhabi’s global presence and reinforcing its position as a vibrant hub for basketball fans. The impact of sport extends far beyond the court — it drives economic growth by boosting tourism, attracting investment, and enhancing infrastructure for major events. This partnership is a key pillar of our Tourism Strategy 2030.”

Antonoaldo Neves, CEO of Etihad Airways, added: “Euroleague represents the pinnacle of European basketball, and we’re excited to support this incredible sporting spectacle alongside DCT Abu Dhabi. Through our network, we bring people to Abu Dhabi from across the globe, and this partnership allows us to reach new audiences who share our belief that the best experiences happen when you venture beyond borders.”

Paulius Motiejunas, CEO of Euroleague Basketball, said: “We are delighted to announce these partnerships, which embody our ambition to grow the game of basketball and foster meaningful global connections through sport. 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 feature 20 teams, including newcomers Dubai Basketball. The Regular Season starts on 30 September, culminating in the Final Four in Athens, Greece, from 22–24 May 2026.

This collaboration highlights Abu Dhabi’s growing influence in international sports and underscores the emirate’s strategic focus on tourism, culture, and economic diversification.