EUROLEAGUE BASKETBALL has announced a four-year sponsorship agreement with the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) and Etihad Airways.
The partnership represents a milestone in Euroleague Basketball’s commercial growth while underlining Abu Dhabi’s rising profile on the global sporting stage. It will connect the emirate with Euroleague’s worldwide fanbase of more than 90 million supporters, per the release.
Under the agreement, Experience Abu Dhabi, the destination brand of DCT Abu Dhabi, and Etihad Airways, the UAE’s national airline, will serve as Euroleague competitions’ Main Partners and Final Four Presenting Partner. Their branding will feature prominently across Euroleague and BKT EuroCup games, including in-arena signage, live broadcasts, and jersey integrations across all participating Euroleague teams. Over the four-year cycle, both brands will rotate across team jerseys to ensure balanced exposure.
The collaboration also extends into digital channels, with brand integration across Euroleague’s platforms and exclusive co-created content. Fans can look forward to interactive activations designed to enhance engagement, expand global reach, and bring audiences closer to the game.
The 2025–26 Euroleague season tips off on 30 September, culminating in the prestigious Final Four in Athens, Greece, from 22–24 May 2026.
DCT Abu Dhabi undersecretary H.E. Saood Abdulaziz Al Hosani said, “This strategic partnership with Euroleague Basketball and Etihad Airways marks as significant step forward in strengthening Abu Dhabi’s presence on the global stage and reinforcing its position as a vibrant hub for basketball fans around the world., 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 stands as a key pillar of our Tourism Strategy 2030 – driving visitor growth, supporting economic diversification, and solidifying Abu Dhabi’s status as a preferred global destination for tourism, culture, and sport.”.
Etihad Airways chief executive officer Antonoaldo Neves said, “Euroleague represents the pinnacle of European basketball, and we’re excited to support this incredible sporting spectacle alongside our valued partner 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.”
Euroleague Basketball CEO Paulius Motiejunas added, “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.”
