Abu Dhabi and Etihad Airways Announced as Main Sponsors of Euroleague Basketball in Four Year Partnership

Abu Dhabi, 24th September, 2025 – The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) and Etihad Airways have been announced as main sponsors of Euroleague Basketball for the next four years, marking a significant partnership that elevates the emirate’s profile in global sport and bolsters Euroleague Basketball’s commercial appeal. This alliance places Experience Abu Dhabi—the destination brand of DCT Abu Dhabi—and Etihad Airways, the national carrier of the UAE, as Main Partners and Final Four Presenting Partner for Euroleague competitions. The collaboration aims to connect Abu Dhabi with the tournament’s 90 million global supporters, fostering intercultural exchange and opening new opportunities for fan engagement. Under this agreement, the branding of Experience Abu Dhabi and Etihad Airways will receive extensive visibility at Euroleague and EuroCup games through in-arena signage, live broadcasts, and team jersey integration. Over the four-year term, their logos will rotate across participating team jerseys, maximizing balanced exposure across the competition. The partnership will also feature a robust digital initiative, with expansive brand integration on Euroleague Basketball’s digital platforms and the release of exclusive, co-created content. Fans can look forward to innovative activations designed to increase engagement, expand the league’s international reach, and bring supporters even closer to the sport. In the words of Saood Abdulaziz Al Hosani, Undersecretary of DCT Abu Dhabi, this collaboration stands as a key element of Tourism Strategy 2030, aiming to spur visitor growth, support economic diversification, and consolidate Abu Dhabi’s standing as a world-class destination for tourism, culture, and sport. Antonoaldo Neves, Chief Executive Officer at Etihad Airways, stated, “Euroleague represents the pinnacle of European basketball, and we’re excited to support this incredible sporting spectacle alongside our valued partner DCT Abu Dhabi.” Paulius Motiejunas, Euroleague Basketball CEO, commented, “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.” For the 2025–26 Euroleague season, the competition will celebrate another landmark by expanding to 20 teams—including the debut of Dubai Basketball—with the Regular Season scheduled to commence on 30th September. The prestigious Final Four will be held in Athens, Greece, from 22nd to 24th May 2026. Team V.4-EM-UAE