The NBA’s relationship with the Middle East has expanded rapidly over the past decade, with the UAE emerging as a central hub for the league’s international activities. Partnerships between the NBA and local stakeholders, led by figures such as Mohamed Khalifa Al Mubarak, have enabled annual preseason games in Abu Dhabi, the establishment of the NBA Global Academy at NYU Abu Dhabi, and significant investment in regional basketball infrastructure. They are all part of efforts to grow the sport’s presence in the region while creating pathways for local and international talent.
Engagement with Middle East nations such as the UAE reflects the NBA’s strategic objectives to foster relationships with sovereign wealth funds and private investors. The ambition is to secure new revenue streams, talent development opportunities, and expansion possibilities for international competitions, including the potential launch of NBA Europe. The region’s growing influence underscores the NBA’s global objectives and highlights the role of international partnerships in shaping the future of professional basketball, both on and off the court.
Rapid Growth of Interest in the NBA
Basketball participation in the Middle East has increased markedly in recent years. Studies indicate a 400% rise in engagement in the UAE and a 50% increase across the broader region over the past five years. Viewership is also on the up, driven largely by digital engagement and expanded media coverage.
According to the NBA, the 2023‑24 season saw “record-breaking engagement in Europe and the Middle East” across its app, League Pass, and localised social media, with the league’s regional social accounts reporting a 100% year-over-year increase in views. Total video views from the region surpassed one billion for the first time in a single season.
Sports Business Journal estimates that the Middle East now has 15.6 million NBA fans, more than for any other American sports league. Supporting this growth, beIN Sports, which has held NBA broadcasting rights in the region for several years, extended its contract and aired more than 400 NBA games across its Arabic channels in 2024-2025.
More broadly, NBA basketball popularity is enjoying similar growth across the world. During the 2023‑24 season, the league reported over 700 million social video views from European accounts alone. In the UK, NBA App viewership for live and off‑court content rose 52% year-on-year, while the 2025 NBA Paris Games set new French TV records, with League Pass viewership up 29%. Prime-time weekend games in Europe have driven substantial increases, including 139% in Portugal, 137% in France, 109% in Spain, and 27% in the UK.
This rise is reflected in sports betting too. According to Grand View Research, the Basketball Sports Betting Market report says that Europe was the largest revenue generating region for basketball betting in 2024. In iGaming, basketball titles like Basketball Star and Court Kings are growing in prominence outside the US. In the Middle East, where interest is similarly rising in Dubai casino and UAE gambling, basketball favourites like Slot Dunk by Pragmatic Play are available for fans alongside titles from Evolution, Wazdan and other developers.
A Central Force in the NBA’s Global Reach
The global surge in basketball engagement ultimately reinforces the UAE’s strategic importance. With soaring regional participation, expanding media viewership, and growing commercial interest, the nation is becoming a central force in the NBA’s international plans. Indeed, the UAE is positioned as one of the league’s most dynamic growth engines.
