The EuroLeague has officially welcomed the Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) and Etihad Airways as main partners in a four-year strategic agreement. The partnership positions Abu Dhabi as a growing hub in global sports and strengthens the EuroLeague’s commercial evolution.
Under the deal, Experience Abu Dhabi, the emirate’s destination brand, and Etihad Airways, the UAE’s national carrier, will be featured as EuroLeague competitions’ Main Partners and Final Four Presenting Partner. Branding will appear across in-arena signage, live broadcasts, and team jerseys throughout the 2025–26 season.
The partnership includes digital integration and co-created content across EuroLeague platforms. Fans can expect new activations aimed at enhancing engagement and expanding the competition’s global reach, connecting the league’s 90 million-strong fanbase to Abu Dhabi.
The 2025–26 EuroLeague season will see a historic expansion to 20 teams, including Dubai Basketball, the first non-European team outside Israel to compete. The Regular Season tips off on September 30 with the Final Four scheduled in Athens, Greece, from May 22–24, 2026. Fenerbahce enters the season as defending champions.
This season also marks the first without Turkish Airlines as the league’s primary sponsor since 2009–10. The introduction of Abu Dhabi and Etihad Airways as main partners reflects the EuroLeague’s strategic push for global growth and enhanced fan experiences.
