(Sports Correspondent: Imran Sohail)
Abu Dhabi and Etihad Airways Become Main Partners of Euroleague Basketball for Four Years
The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) and Etihad Airways have officially signed on as main sponsors of Euroleague Basketball for the next four years, marking a landmark collaboration in European sports. This strategic alliance highlights Abu Dhabi’s growing role in the global sports landscape and connects the emirate with Euroleague’s passionate fanbase of 90 million supporters worldwide.
Under the agreement, Experience Abu Dhabi, the emirate’s destination brand, and Etihad Airways will serve as Main Partners of Euroleague competitions and Presenting Partner of the Final Four. Their branding will appear prominently across games, including in-arena signage, live broadcasts, and team jerseys, with logos rotating among participating teams over the four-year period.
The partnership also includes a strong digital component, featuring co-created content and brand integration across Euroleague Basketball’s platforms. Fans can look forward to innovative activations and interactive experiences, designed to bring audiences closer to the game and expand the league’s global reach.
His Excellency Saood Abdulaziz Al Hosani, Undersecretary of DCT Abu Dhabi, said:
“This partnership strengthens Abu Dhabi’s presence on the global stage and reinforces our position as a vibrant hub for basketball fans. Sport drives tourism, investment, and infrastructure development, and this initiative aligns perfectly with our Tourism Strategy 2030, supporting visitor growth and economic diversification.”
Etihad Airways CEO Antonoaldo Neves added:
“Euroleague represents the pinnacle of European basketball. Partnering with DCT Abu Dhabi allows us to reach new audiences and showcase Abu Dhabi as a top destination for sport and culture.”
Paulius Motiejunas, CEO of Euroleague Basketball, said:
“We are thrilled to welcome Experience Abu Dhabi and Etihad Airways. This partnership helps grow basketball globally while delivering unforgettable experiences for our fans.”
The 2025–26 Euroleague season will feature 20 teams, including newcomers Dubai Basketball, with the Regular Season starting September 30. The season will conclude with the prestigious Final Four in Athens, Greece, from May 22–24, 2026.
