Latest news with #EuroleagueBasketball
Arabian Business
22-05-2025
- Sport
- Arabian Business
'It has to be authentic': Euroleague's CMO on expansion without selling out
When Alex Ferrer Kristjansson joined Euroleague Basketball two decades ago, the league was an underdog with ambition. 'Back then we were a group of young people just learning and putting a lot of effort in trying to build something,' he says. 'It was a new thing. It was an innovative sports property, and we had a lot of ambition. And now, you know, when we see where we are now… it's a completely different animal.' Today, Ferrer finds himself spearheading Euroleague's entry into one of the world's fastest-growing sports markets: the Middle East. The decision to bring the Final Four to Abu Dhabi signals more than geographic expansion – it's a referendum on the league's global relevance, commercial strategy, and cultural integrity. 'It's not that we are moving the Euroleague to the Middle East, you know,' Ferrer insists. 'It's one event where we are bringing all that experience to a new audience.' With basketball's international appeal rising – especially among diaspora-heavy, sport-hungry cities like Abu Dhabi and Dubai – Euroleague is testing how far its brand of deeply European basketball can travel, and whether doing so will strengthen or splinter its identity. Basketball, the European way The core question is one of cultural transference: Can Euroleague's brand of 'authentic' basketball thrive in a region long dominated by football and one that is already a magnet for global sports events? 'Authenticity is a great word,' Ferrer says. 'This European basketball culture is very, very deeply rooted and very solid. I think there's nothing wrong with exporting that or showing that to new audiences and exposing that to new audiences, new regions, which is what we're doing here with this Final Four.' 'But obviously, yes, we have to make sure that we protect that authenticity… I don't think there's any risk of that authenticity being destroyed in any way.' He adds, 'If it's not the record in history, it's one of the quickest sold outs, for sure… and what we are seeing now here – all the support from the local authorities and the quality of the event… it has all the ingredients to be a success.' Why Abu Dhabi, why now? From a business lens, the logic is clear. 'It just speaks about the maturity of the league, what it has become, and the growing interest it is experiencing, not only in Europe, but in a global basis,' Ferrer explains. 'We have seen the Middle East taking a very relevant role within sports, not only basketball, right? With investments in sports properties across the globe, but also in major events happening here… You see Formula One, you see NBA, you see UFC, now you see the Euroleague. We're part of that.' 'What we see here is opportunity. What exactly that means, that is what we don't know yet… and that is the main reason why we decided to bring the Final Four here… to see how a new market like this one responds to our offering and our product, and then take it from there.' Ferrer doesn't pretend Euroleague will challenge football's dominance — nor does it need to. 'We don't aspire to compete with football, but we really believe we have something unique… The fact that football is strong doesn't mean that there cannot be interest for other stuff, other entertainment, right?' 'As long as the entertainment offering is good enough, I think there's space for everyone.' What happens after the final buzzer? Is this a one-off? Ferrer is candid: 'We will see. We don't know how permanent our presence in the Middle East will be… This is a very first step in that ambition. And we want to first understand, you know, how it works out, what the results of this event are.' 'We're looking at the world. That's what we're looking at. We want to grow our presence everywhere. And presence doesn't mean physical presence. You know, it can be different ways of presence in different regions.' Still, the groundwork is already being laid. One topic under serious consideration: adding a Dubai-based team to the league. 'In terms of outside Europe, meaning the Middle East, Dubai is on the radar, and it has a good chance of becoming a reality,' he says. But he adds a critical caveat: 'Whatever is built here, it needs to be built in an authentic way. If you want it to last, it cannot be built based on a fake product that you just invent and expect to be successful and put a lot of money behind… it needs to be something that has a long-term strategy and has the right support from the right people, the right authorities.' Not the NBA – and proud of it Invariably, comparisons to the NBA arise. But Ferrer dismisses the rivalry narrative. 'Everybody asks about us competing with the NBA. I don't see it that way… The NBA is basketball. The Euroleague is basketball. It's a different product, in my view.' 'They're better at some things, and we are a lot better in some other things… But it's not about competing with them… If we are successful, I think that the NBA will benefit greatly about it… It's just building, creating more and more basketball fans, and that's in everyone's interest.' Legacy in motion Having spent 20 years shaping Euroleague's evolution, Ferrer's vision is long-term but grounded. 'Sometimes you live the moment and it's difficult to look back,' he reflects. 'When I take a moment and look back 20 years ago, you realise how much this Euroleague has changed.' 'If I have any legacy in this league, it's about contributing to that growth… It's beautiful to see how we, together with all the many people, built this into what it is today.'
Zawya
25-02-2025
- Business
- Zawya
DCT Abu Dhabi signs partnership to become official global partner of Euroleague Basketball
Abu Dhabi, UAE – The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) and Euroleague Basketball have announced a new global partnership, naming 'Experience Abu Dhabi' the official tourism and travel destination of the Turkish Airlines EuroLeague and BKT EuroCup for the remainder of the 2024-25 season. The collaboration further solidifies the emirate as a hub for sporting excellence and a platform for the world's foremost IPs. Beginning with the Turkish Airlines EuroLeague Round 27, 'Experience Abu Dhabi' will be prominently featured across EuroLeague and EuroCup games, including in-arena signage and live broadcasts. Additionally, the partnership will extend into the digital sphere, with significant brand presence across Euroleague Basketball's digital platforms and exclusive branded content, amplifying Abu Dhabi's global visibility. HE Saood Al Hosani, Undersecretary of the Department of Culture and Tourism – Abu Dhabi, said: 'Our partnership with Euroleague Basketball is a significant milestone in Abu Dhabi's evolution as a premier global sporting destination and a trusted partner for top global brands. As the official tourism and travel destination of the Turkish Airlines EuroLeague and BKT EuroCup, we are proud to champion basketball in the region, driving mutual growth while further igniting passion for the sport. We look forward to welcoming basketball fans from around the world, offering them an unforgettable experience that blends world-class competition with Abu Dhabi's rich culture, warm hospitality, and vibrant entertainment." Abu Dhabi has rapidly established itself as a premier sports hub in the Middle East, hosting world-class events such as the FIFA Club World Cup (2009, 2010), Abu Dhabi Golf Championship, Abu Dhabi World Triathlon Championship Series, UFC events, and the annual Formula 1 Etihad Airways Abu Dhabi Grand Prix. Basketball has also gained traction in the emirate, with Abu Dhabi hosting NBA pre-season games and the USA Basketball Showcase, which featured national teams from the USA, Serbia, and Australia. Gawain Davies, Euroleague Basketball Chief Commercial Officer, said: 'We are delighted to announce this new partnership, which is a natural evolution following the confirmation of the EuroLeague Final Four in Abu Dhabi. The Middle East, and Abu Dhabi in particular, is emerging as a top-tier tourism destination, with sports playing a key role in its leisure and entertainment offerings. This collaboration will reinforce that message, bringing Abu Dhabi's unique attractions to the global Euroleague Basketball audience.' The new announcement follows an agreement between Euroleague Basketball, DCT Abu Dhabi, and Etihad Arena to host the Turkish Airlines EuroLeague Final Four in Abu Dhabi, from May 23 to 25, for the first time in history. Hosting the Final Four in Abu Dhabi aligns with Euroleague Basketball's long-term vision of reaching new audiences and strengthening its 25-year legacy of excellence, marking a significant expansion for Euroleague Basketball into new global markets. This strategic sports expansion aligns with Abu Dhabi's Tourism Strategy 2030, which aims to attract 39.3 million visitors, generate 178,000 new jobs in the tourism sector, and contribute AED 90 billion to the emirate's GDP by 2030. About the Department of Culture and Tourism – Abu Dhabi: The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) drives the sustainable growth of Abu Dhabi's culture and tourism sectors, fuels economic progress and helps achieve Abu Dhabi's wider global ambitions. By working in partnership with the organisations that define the emirate's position as a leading international destination, DCT Abu Dhabi strives to unite the ecosystem around a shared vision of the emirate's potential, coordinate effort and investment, deliver innovative solutions, and use the best tools, policies and systems to support the culture, creative and tourism industries. DCT Abu Dhabi's vision is defined by the emirate's people, heritage and landscape. We work to enhance Abu Dhabi's status as a place of authenticity, innovation, and unparalleled experiences, represented by its living traditions of hospitality, pioneering initiatives and creative thought. For more information about the Department of Culture and Tourism – Abu Dhabi and the destination, please visit: and For more information, please contact: Reem Jrade Senior Account Executive About Euroleague Basketball Euroleague Basketball (EB) is a global leader in the sports and entertainment business, devoted to running the top European competitions of professional basketball clubs under a unique and innovative organizational model. Owned and administered by some of the most successful and historic clubs in the world, EB manages the continent's two premier men's basketball competitions, the Turkish Airlines EuroLeague and the BKT EuroCup, as well as the sport's premier under-18 showcase, the Adidas NextGen EuroLeague. The EB competitions bring the elite of European basketball to all five continents and to the entire sports community through the OTT platform EuroLeague TV. EB also organizes a series of community and educational activities, led by the One Team program, in alignment with the United Nations Agenda 2030 Sustainable Development Goals. On the academic side, the EB Sports Business MBA trains future professionals in sports management. For more information, please contact: mediacommunication@
Arab News
29-01-2025
- Business
- Arab News
Abu Dhabi to host 2025 EuroLeague Final Four
ABU DHABI: Euroleague Basketball, the Abu Dhabi Department of Culture and Tourism, and Etihad Arena have signed an agreement to host the Turkish Airlines EuroLeague Final Four in Abu Dhabi, the UAE, for the first time in history. The deal, brokered by the league's strategic partner IMG, marks a historic expansion of Euroleague Basketball into new global markets. For the latest updates, follow us @ArabNewsSport 'I would like to thank the city of Abu Dhabi for showing their confidence in Euroleague Basketball,' said Dejan Bodiroga, president of Euroleague Basketball. 'Bringing the Final Four to Abu Dhabi is an ambitious project and a remarkable opportunity to showcase the EuroLeague atmosphere to a new and diverse audience. At the same time, this partnership guarantees our loyal fans a fresh experience in one of the world's most modern and tourist-friendly cities. Together, we will deliver another top-level event that will elevate the EuroLeague to new heights.' The decision to bring the Final Four to Abu Dhabi builds on Euroleague Basketball's strategic ambition to expand into new markets, building on its 25-year legacy of success. By staging the Final Four in a new region, Euroleague Basketball aims to bring its passionate fan experience and Every Game Matters mantra to a broader global audience. Saood Al-Hosani, undersecretary of the Abu Dhabi Department of Culture and Tourism, said: 'Abu Dhabi has rapidly become the home for basketball in the Middle East, and we're excited to welcome Euroleague Basketball to the emirate — and the region — for the very first time. A hub for sporting excellence, Abu Dhabi will offer fans a world-class experience at the Final Four events in Etihad Arena, providing a warm welcome and a diverse range of attractions and experiences in addition to the games themselves. We look forward to Euroleague finding new audiences here in Abu Dhabi and once again demonstrating the destination's capability to host large-scale international sporting events.' The Final Four will mark Euroleague Basketball's second experience in the Middle East, following the successful Adidas NextGen Tournament Qualifier hosted in Dubai last season. The Etihad Arena, located on Abu Dhabi's entertainment hub of Yas Island, will host the four best teams of the season, who will play in the semifinals on Friday, May 23. The third-place and championship games will be on Sunday, May 25. 'This agreement represents a milestone for the EuroLeague and a significant step in our global growth strategy,' said Paulius Motiejunas, CEO of Euroleague Basketball. 'By partnering with Abu Dhabi, we are bringing our most iconic event to a dynamic new environment that offers world-class facilities and a passion for hosting major international sports events.'
Zawya
28-01-2025
- Business
- Zawya
Abu Dhabi to host 2025 Turkish Airlines EuroLeague Final Four
Semifinals will be played on Friday 23 May at 19:00 and 22:00 Local time; third-place and championship games take place on Sunday 25 May at 21:00 Local time. Tickets to go on sale on February 26 Abu Dhabi, UAE: Euroleague Basketball, the Department of Culture and Tourism – Abu Dhabi, and the Etihad Arena have signed an agreement to host the Turkish Airlines EuroLeague Final Four in Abu Dhabi, United Arab Emirates, for the first time in history. The deal, brokered by the League's strategic partner IMG, marks a historic expansion of Euroleague Basketball into new global markets. "I would like to thank the city of Abu Dhabi for showing their confidence in Euroleague Basketball," said Dejan Bodiroga, President of Euroleague Basketball. "Bringing the Final Four to Abu Dhabi is an ambitious project and a remarkable opportunity to showcase the EuroLeague atmosphere to a new and diverse audience. At the same time, this partnership guarantees our loyal fans a fresh experience in one of the world's most modern and tourist-friendly cities. Together, we will deliver another top-level event that will elevate the EuroLeague to new heights." The decision to bring the Final Four to Abu Dhabi builds on Euroleague Basketball's strategic ambition to expand into new markets, building on its 25-year legacy of success. By staging the Final Four in a new region, Euroleague Basketball aims to bring its passionate fan experience and Every Game Matters mantra to a broader global audience. HE Saood Al Hosani, Undersecretary of the Department of Culture and Tourism – Abu Dhabi, said: 'Abu Dhabi has rapidly become the home for basketball in the Middle East, and we're excited to welcome Euroleague Basketball to the emirate – and the region – for the very first time. A hub for sporting excellence, Abu Dhabi will offer fans a world-class experience at the Final Four events in Etihad Arena, providing a warm welcome and a diverse range of attractions and experiences in addition to the games themselves. We look forward to Euroleague finding new audiences here in Abu Dhabi and once again demonstrating the destination's capability to host large-scale international sporting events.' This arrangement strategically combines the new market of Abu Dhabi and the Middle East with the EuroLeague's traditional pan-European venues. The Final Four will mark Euroleague Basketball's second experience in the Middle East, following the successful Adidas NextGen Tournament Qualifier hosted in Dubai last season. The state-of-the-art Etihad Arena, located on Abu Dhabi's entertainment hub of Yas Island, will host the four best teams of the season, who will play in the semifinals on Friday 23 May at 19:00 and 22:00 local time. The third-place and championship games will be on Sunday 25 May at 18:00 and 21:00 local time. General public tickets, which provide seating for all four games, two on Friday and two on Sunday – will be available in several different price categories, starting on February 26. Further details about ticket sales will be released in the coming days. "This agreement represents a milestone for the EuroLeague and a significant step in our global growth strategy," said Paulius Motiejunas, CEO of Euroleague Basketball. "By partnering with Abu Dhabi, we are bringing our most iconic event to a dynamic new environment that offers world-class facilities and a passion for hosting major international sports events." Matt Dwyer, SVP, Sports Management, IMG, added: 'This game-changing deal is the largest in Euroleague Basketball's history, expands the League's global footprint, and creates exciting opportunities for continued growth. Abu Dhabi will provide a world-class Final Four experience for players, stakeholders, and EuroLeague fans, while introducing a whole new audience to the magic of European basketball.' Abu Dhabi has quickly become one of the Middle East's leading sports hubs. The city has hosted prominent international events, such as the FIFA Club World Cup (2009, 2010), the Abu Dhabi Golf Championship, the Abu Dhabi World Triathlon Championship Series, and major UFC events, and is the home of the annual Formula 1 Etihad Airways Abu Dhabi Grand Prix. Basketball has also gained momentum in the city, with Abu Dhabi hosting several NBA pre-season games and the USA Basketball Showcase, a friendly tournament featuring national teams from the USA, Serbia, and Australia. Marcus Osborne, General Manager of Etihad Arena – Abu Dhabi, said 'As the premier multi-purpose venue in the region, Etihad Arena is uniquely equipped to deliver an unforgettable Final Four experience. Our state-of-the-art facilities are designed to seamlessly adapt to world-class basketball events, creating an environment where the game comes alive for every fan. Having hosted numerous high-profile basketball games, we've seen firsthand how passionate our audience is, and we're excited to see the venue welcome the best of European basketball to Abu Dhabi. We look forward to welcoming the teams, officials, and fans to Etihad Arena and showcase our commitment to offering an exceptional entertainment experience.' Etihad Arena, with a basketball capacity of 12,000 spectators, is situated on the stunning Yas Bay waterfront, one of Abu Dhabi's premier tourist destinations. Since opening in 2021, Etihad Arena has rapidly established itself as a top-tier venue, hosting a wide array of sports events, including UFC bouts and NBA games, as well as concerts by internationally renowned artists. About the Department of Culture and Tourism – Abu Dhabi: The Department of Culture and Tourism – Abu Dhabi (DCT Abu Dhabi) drives the sustainable growth of Abu Dhabi's culture and tourism sectors, fuels economic progress and helps achieve Abu Dhabi's wider global ambitions. By working in partnership with the organisations that define the emirate's position as a leading international destination, DCT Abu Dhabi strives to unite the ecosystem around a shared vision of the emirate's potential, coordinate effort and investment, deliver innovative solutions, and use the best tools, policies and systems to support the culture, creative and tourism industries. DCT Abu Dhabi's vision is defined by the emirate's people, heritage and landscape. We work to enhance Abu Dhabi's status as a place of authenticity, innovation, and unparalleled experiences, represented by its living traditions of hospitality, pioneering initiatives and creative thought. For more information about the Department of Culture and Tourism – Abu Dhabi and the destination, please visit: and
