ADQ and NBA ink multi-year partnership to engage basketball players in Abu Dhabi

The arrangement makes ADQ the presenting partner of the NBA Abu Dhabi Games 2023.

The Abu Dhabi Developmental Holding Company (ADQ) has unveiled a multi-year partnership with the National Basketball Association (NBA). This agreement was made specifically to involve fans and youth basketball players in Abu Dhabi.

The arrangement makes ADQ the presenting partner of the NBA Abu Dhabi Games 2023, which will feature the Dallas Mavericks and Minnesota Timberwolves in two preseason games on October 5 and 7, 2023 at Etihad Arena on Yas Island.

ADQ will act as a host and assist the league’s grassroots basketball activities in the UAE, as part of the league’s current partnership with the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi).

ADQ will contribute to an array of NBA fan engagement, youth development, and social impact campaigns that nurture the next generation of athletes and fans in the UAE and foster an active and healthy lifestyle, such as the Jr. NBA Abu Dhabi League, NBA FIT clinics, NBA Cares events, and NBA youth basketball development camps, as part of the collaboration.

Anas Albarguthi, Chief Operating Officer at ADQ, said, “Through this groundbreaking collaboration, ADQ will contribute to the increasing prominence of the sport and bolster the emirate’s profile as an attractive destination, while encouraging healthier lifestyles. Our track record in partnering with leading organisations to promote physical activity both on a professional and an amateur level has served to prove that sports yield tangible benefits for local communities.”

Ralph Rivera, Middle East Managing Director, NBA Europe, said, “Engaging with local communities and growing basketball at the grassroots level are cornerstones of our broader efforts to use the game to inspire and connect people in the Middle East and globally, and our collaboration with ADQ will help us teach the game and its values to the next generation of fans and players.”

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