ABU DHABI X NBA: THE NEW GLOBAL COURT OF BASKETBALL POWER

On October 2 and 4, 2025, the New York Knicks and the Philadelphia 76ers will face off at Etihad Arena in Abu Dhabi. But beyond the on-court action lies a bigger story: how Abu Dhabi has become a global blueprint for sports growth, influence, and digital engagement.

In just three years, Abu Dhabi has gone from a promising outpost to a strategic cornerstone of the NBA’s international expansion. What’s happening in the UAE capital isn’t just about basketball, it’s a masterclass in global sports marketing, cultural relevance, and long-term vision.

A perfectly executed strategy

It all started in 2022, when the NBA signed a groundbreaking partnership with the Department of Culture and Tourism in Abu Dhabi (DCT Abu Dhabi). The goal? Grow the game in the Middle East.

The results? A meteoric rise in fandom and participation across the region:

• Over 270,000 new basketball players in the UAE since 2022

• A regional increase of 1.8 million players

• Fan base in the UAE jumping to 3.83 million in 2025

• A total of 25.9 million fans across the Middle East

But this isn’t just about numbers. It’s about experience. From the Junior NBA Abu Dhabi League , which has already reached over 20,000 children, to cultural fan experiences like NBA District and NBA Fan Appreciation Day, Abu Dhabi has fully embraced the NBA ethos: sports, lifestyle, music, and entertainment all in one.

A patch on the jersey, a global power move

In a landmark deal, the New York Knicks announced Experience Abu Dhabi as their official jersey patch sponsor starting with the 2024–25 season. But this isn’t just branding, it’s strategic positioning.

The partnership goes far beyond the court. With multi-year agreements between DCT Abu Dhabi and MSG Entertainment and Sphere Entertainment, Abu Dhabi’s tourism brand is now deeply embedded into the DNA of some of the world’s most iconic venues.

From Madison Square Garden to global arenas, Abu Dhabi is no longer just a sponsor, it’s a cultural player. The “Experience Abu Dhabi” brand is now visible not only across Europe and the Middle East but increasingly in China and North America.

Global growth powered by local relevance

The NBA knows that global success means local connection. And that’s where Abu Dhabi shines.

From Arabic-language content and social media channels to refurbished community courts and digital-first engagement campaigns, the strategy is clear: bring the NBA to fans where they are, in the language they speak, on the platforms they use.

And it’s working:

• League Pass subscriptions in the UAE have grown 33% year-over-year

• The 2024 NBA Finals were the most-watched ever in the Middle East

• NBA’s Arabic content had its best-performing season across all U.S. leagues

As George Aivazoglou, NBA VP and Head of Fan Engagement for EMEA, put it:

“99% of our fans will never attend an NBA game in person. So it’s our job to bring the NBA to them, on their terms, on their screens, in their language.”

The future of sport is global. Abu Dhabi is leading the way.

This is about more than games, it’s about geopolitical influence through sport.
With sovereign wealth funds like Qatar Investment Authority now investing in U.S. sports properties ( Monumental Sports & Entertainment), we’re seeing a new era where global capital fuels global fandom.

But Abu Dhabi is ahead of the curve. It’s not just investing in teams. It’s building a long-term platform where sports, tourism, media, and digital experiences intersect.

A blueprint for brands, leagues, and markets

What Abu Dhabi is doing with the NBA is not just a success story, it’s a new standard.

At Samba Digital, this is exactly the kind of transformation we champion:

• Strategic partnerships that go beyond visibility

• Fan experiences that trigger emotion and loyalty

• Localized content that drives engagement

• A digital strategy that makes fans feel like they’re courtside, anywhere in the world

This isn’t a one-off. It’s the future.

Abu Dhabi and the NBA are writing a new playbook—one that merges sports with cultural diplomacy, digital innovation, and global branding.

And at Samba Digital, we’re here to help leagues, sponsors, and territories do the same: turn moments into movements, and fans into global communities.