Euroleague Basketball has announced a landmark four-year agreement with the Department of Culture and Tourism, Abu Dhabi (DCT Abu Dhabi), and Etihad Airways, designating the entities as main partners of the EuroLeague and EuroCup competitions.
The partnership marks a significant milestone in the globalization of Europe’s premier basketball competition.
Under the agreement, Experience Abu Dhabi, the destination brand of DCT Abu Dhabi, and Etihad Airways will serve as presenting partners of the EuroLeague Final Four, the competition’s showpiece event. Their branding will feature prominently across in-arena signage, live broadcasts, digital platforms, and team jerseys through a rotating integration model covering all clubs over the duration of the deal.
The collaboration builds on the successful staging of the 2025 EuroLeague Final Four in Abu Dhabi at the Etihad Arena, the first time the event was held outside Europe. The move was widely regarded as a signal of Euroleague Basketball’s commitment to expand its global reach while leveraging Abu Dhabi’s growing reputation as a hub for world-class sport and entertainment.
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.”
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.”
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.”
Etihad Airways and Experience Abu Dhabi will work alongside Euroleague Basketball to promote the competitions internationally, while also contributing to Abu Dhabi’s Tourism Strategy 2030. The sponsorship aims to strengthen the emirate’s positioning as a global sports destination and to enhance visibility among basketball fans worldwide.
Euroleague Basketball executives highlighted the strategic significance of aligning with Abu Dhabi and Etihad Airways at a time when the competition is expanding to 20 teams for the 2025–26 season, including the addition of Dubai Basketball Club.
The partnership is expected to generate new commercial opportunities and bolster fan engagement across traditional and emerging markets.The announcement follows Abu Dhabi’s successful bid to host the EuroLeague Final Four, reported to be worth around USD 25 million, and reflects the emirate’s broader commitment to investing in marquee sports properties.
With Abu Dhabi and Etihad Airways now embedded as main partners, Euroleague Basketball enters a new phase of growth, aiming to combine the competition’s deep-rooted sporting traditions with an ambitious international strategy.
