EuroLeague Expands Middle East Presence with Abu Dhabi Partnership

EuroLeague Basketball has deepened its ties with the Middle East through a new global partnership with Abu Dhabi’s Department of Culture and Tourismi (DCT Abu Dhabi). As part of the deal, announced in late February 2025, ‘Experience Abu Dhabi’ has been named the official tourism and travel destination partner for both the Turkish Airlines EuroLeague and the BKT EuroCup for the remainder of the 2024-25 season.

This agreement will see Abu Dhabi branding featured prominently in EuroLeague broadcasts, in-arena advertising, and across the league’s digital channels. The partnership builds on the growing relationship between the two, with Abu Dhabi set to host the EuroLeague Final Four at the Etihad Arena in May 2025, marking the first time the event will take place outside of Europe.

EuroLeague’s expansion into the Middle East aligns with broader efforts to increase the league’s global footprint. Basketball is growing in popularity in the region, and Abu Dhabi’s investment in the sport reflects its strategy to establish itself as a major hub for international events. This deal also strengthens the commercial and promotional opportunities for both parties, with Abu Dhabi aiming to boost tourism through high-profile sporting partnerships.

The Middle East has become an increasingly attractive market for major sports leagues, with investments spanning football, combat sports, and motorsport. For EuroLeague, this partnership offers an opportunity to tap into a region with a rising basketball fanbase while securing financial backing to enhance its global appeal.

With the Final Four set to be staged in Abu Dhabi in May, the success of this collaboration will be closely watched. If the event proves successful, it could open the door for more EuroLeague matches or events being held in non-European markets in the future. In addition, the deal could encourage other basketball leagues to explore expansion opportunities in the region, paving the way for further development of the sport in the Middle East.