DCT Abu Dhabi Signs Partnership to Become Official Global Partner of Euroleague Basketball

25 Feb, 2025

The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) and EuroLeague Basketball have announced a new global partnership, naming ‘Experience Abu Dhabi’ the official tourism and travel destination of the Turkish Airlines EuroLeague and BKT EuroCup for the remainder of the 2024-25 season. The collaboration further solidifies the emirate as a hub for sporting excellence and a platform for the world’s foremost IPs.

Beginning with the Turkish Airlines EuroLeague Round 27, ‘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, amplifying Abu Dhabi’s global visibility.

HE Saood Al Hosani, Undersecretary of the Department of Culture and Tourism – Abu Dhabi, said: “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 has rapidly established itself as a premier sports hub in the Middle East, hosting world-class events such as the FIFA Club World Cup (2009, 2010), Abu Dhabi Golf Championship, Abu Dhabi World Triathlon Championship Series, UFC events, and the annual Formula 1 Etihad Airways Abu Dhabi Grand Prix. Basketball has also gained traction in the emirate, with Abu Dhabi hosting NBA pre-season games and the USA Basketball Showcase, which featured national teams from the USA, Serbia, and Australia.

“We are delighted to announce this new partnership, which is a natural evolution following the confirmation of the EuroLeague Final Four in Abu Dhabi,” said Gawain Davies, Euroleague Basketball Chief Commercial Officer “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.”

The new 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, for the first time in history.. Hosting the Final Four in Abu Dhabi aligns with EuroLeague Basketball’s long-term vision of reaching new audiences and strengthening its 25-year legacy of excellence, marking a significant expansion for EuroLeague Basketball into new global markets.

This strategic sports expansion aligns 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.