The Department of Culture and Tourism of Abu Dabi (DCT Abu Dhabi) and Etihad Airways They have officially become Main sponsors of the Basketball Euroleague For the next ones four years, in one Integrated collaboration which marks a new precedent in European sport. This historical strategic alliance reinforces the growing status of Abu Dhabi in the global sports scene and is a key moment in the commercial evolution of the Euroleague, connecting the Emirate with the passionate global base of 90 million fans of the competition.
By virtue of the agreement, Experience Abu Dhabithe destination mark of the DCT Abu Dhabi, and Etihad Airwaysthe United Arab Emirates National Airline, have been officially designated as Main sponsors of the Euroleague competitions and Sponsor of the Final Four.
Experience Abu Dhabi and Etihad Airways brands will have a outstanding presence In all the Euroleague and BKT Eurocup matches, including signaling in the pavilions, live broadcasts and integration in the shirts of all participating teams. During the four years of the collaboration, the logos of Experience Abu Dhabi and Etihad Airways will alternate in the shirts of the Euroleague teams, thus guaranteeing a balanced exposure.
The association also extends to the digital field, with wide brand integration into the Euroleague platforms and the creation of exclusive content in collaboration. Fans can also enjoy a series of Innovative activations Designed to deepen the commitment, expand the global scope of competitions and bring basketball even more to the public.
SE SAOOD ABDULAZIZ AL HOSANIUndersecretary of the DCT Abu Dhabi, declared: “This strategic alliance with the basketball Euroleague and Etihad Airways is a significant step to strengthen the presence of Abu Dabi in the global stage and consolidate its position as a vibrant center for basketball fans throughout the world. The impact of sport goes far beyond the court Tourism, attract investments and improve infrastructure for great events.
Antonoaldo NevesExecutive Director of Etihad Airways, added: “The Euroleague represents the cusp of the European basketball, and we are excited to support this incredible sports show with our valuable partner dct abu dhabi. Through our network, we connect Abu Dabi with the entire world, and this association allows us to reach new audiences that share our conviction that the best experiences occur when the best experiences occur when the best experiences occur borders. “
Paul MotiejunCEO of the Euroleague, commented: “We are delighted to announce these alliances, which reflect our ambition to grow basketball and foster significant global connections through sport. With Experience Abu Dhabi and Etihad Airways by our side, we hope to create unforgettable experiences for our fans and continue reinforcing the international presence of the League.”
The season 2025–26 of the Euroleague will mark another milestone, since the competition will be expanded to 20 teamswelcoming the new Dubai Basketballwith the beginning of the Regular phase on September 30. The season will culminate with the prestigious Final Four in Athens, Greeceof the May 22 to 24, 2026.
