The Department of Culture and Tourism – Abu Dhabi and Etihad Airways Become Main Partners of Euroleague Basketball

The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) and Etihad Airways have become main sponsors of Euroleague Basketball for the next four years.

Under the agreement, Experience Abu Dhabi, the destination brand of DCT Abu Dhabi, and Etihad Airways, the national carrier of the UAE, are officially designated as Euroleague competitions’ Main Partners and Final Four Presenting Partner. Experience Abu Dhabi and Etihad Airways branding will be prominently featured across Euroleague and BKT EuroCup games, including in-arena signage, live broadcasts and jersey integration across all Euroleague participating teams. Over the four-year period, the Experience Abu Dhabi and Etihad Airways logos will rotate across Euroleague team jerseys, ensuring balanced exposure.

The partnership also extends into the digital sphere, featuring extensive brand integration on Euroleague Basketball’s platforms and exclusive co-created content. Fans can also expect a slate of activations aimed at deepening engagement, expanding the competitions’ global reach, and bringing audiences closer to the game.