Abu Dhabi Named Official Tourism Partner of EuroLeague and EuroCup in Landmark Global Deal
Riyadh, February 26, 2025 (Saudi Arabia Breaking News) – The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) and Euroleague Basketball have announced a global partnership, naming ‘Experience Abu Dhabi’ as the official tourism and travel destination of the Turkish Airlines EuroLeague and BKT EuroCup for the remainder of the 2024-25 season.
This strategic collaboration further solidifies Abu Dhabi’s status as a premier global sporting hub, reinforcing its position as a destination for world-class sports events and international tourism.
Elevating Abu Dhabi’s Global Presence in Basketball
Starting from Round 27 of the Turkish Airlines EuroLeague, ‘Experience Abu Dhabi’ will be prominently featured across:
In-arena signage and branding at EuroLeague and EuroCup games.
Live global broadcasts, boosting Abu Dhabi’s visibility among international audiences.
Digital campaigns, including branded content and Euroleague Basketball’s official platforms.
This move builds upon Abu Dhabi’s growing commitment to basketball, following its successful hosting of NBA pre-season games and the USA Basketball Showcase, which featured national teams from the USA, Serbia, and Australia.
Leaders on the Global Sports Stage
Saood Al Hosani, Under-Secretary of DCT Abu Dhabi, emphasized the significance of the partnership, stating:"Our collaboration with Euroleague Basketball is a major milestone in Abu Dhabi’s rise as a global sporting destination. As the official tourism and travel partner of the EuroLeague and EuroCup, we are proud to further ignite the passion for basketball in the region. We look forward to welcoming fans from across the world to experience world-class competition, Abu Dhabi’s rich culture, and vibrant entertainment."
Euroleague Basketball Chief Commercial Officer Gawain Davies echoed this sentiment, adding:"This partnership naturally builds on the announcement of the EuroLeague Final Four in Abu Dhabi. The Middle East, and Abu Dhabi in particular, is establishing itself as a global tourism and sports destination. This collaboration will enhance Abu Dhabi’s presence on the world stage, bringing its unique attractions to the global Euroleague Basketball audience."
EuroLeague Final Four Comes to Abu Dhabi
This announcement comes after Abu Dhabi secured hosting rights for the Turkish Airlines EuroLeague Final Four from May 23 to 25, 2025, marking the first time the championship event will take place in the Middle East.
The agreement aligns with Euroleague Basketball’s long-term vision of expanding into new markets and growing its global fan base, further solidifying its 25-year legacy of basketball excellence.
A Key Step in Abu Dhabi’s Tourism Strategy
This partnership aligns with Abu Dhabi’s Tourism Strategy 2030, which aims to:
Attract 39.3 million visitors to the emirate.
Create 178,000 new jobs in the tourism sector.
Contribute AED 90 billion to the emirate’s GDP.
With its proven track record in hosting international sporting events, including the Formula 1 Etihad Airways Abu Dhabi Grand Prix, FIFA Club World Cup, UFC events, and golf and triathlon championships, Abu Dhabi continues to position itself as a premier global destination for sports, culture, and tourism.