Abu Dhabi and Etihad Airways Become Main Partners of Euroleague Basketball

The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) and Etihad Airways have been unveiled as Main Partners of Euroleague Basketball in a landmark four-year deal that redefines the competition’s commercial trajectory.

As part of the agreement, Experience Abu Dhabi and Etihad Airways will also serve as Presenting Partners of the Euroleague Final Four, gaining prominent exposure through in-arena branding, live broadcasts, and rotating jersey sponsorship across all participating teams.

Linking Elite Basketball with Broader Goals of Tourism Growth

Commenting on the partnership, Undersecretary of DCT Abu Dhabi, 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,” Hosani said.

Expressing his enthusiasm, Chief Executive Officer at Etihad Airways, Antonoaldo Neves, added: “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,” Neves noted.

Euroleague Basketball CEO, Paulius Motiejunas, concluded: “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,” Motiejunas mentioned.

The collaboration extends into digital integration, exclusive co-created content, and fan activations designed to deepen global engagement with Euroleague’s 90 million-strong audience.

The timing coincides with the 2025–26 Euroleague expansion to 20 teams, including Dubai Basketball, with the season culminating at the Final Four in Athens, May 2026.

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