Dubai's Department of Economy and Tourism (DET) has partnered with Dubai Basketball as a founding sponsor, strengthening the emirate's standing as a global hub for sports, events, and entertainment. The deal also expands Dubai's local basketball community while putting the destination brand in front of audiences worldwide.
Logo Placement and Arena Visibility
Under the sponsorship terms, the Dubai logo and visitdubai.com will feature on the back of the team's shirts and prominently throughout Coca-Cola Arena during all home games. As Dubai Basketball competes in Europe's ABA League — alongside clubs from Bosnia and Herzegovina, Croatia, Slovenia, Serbia, and Montenegro — the arrangement places Dubai's brand before millions of fans across the Balkans and Central Europe.
Supporting Dubai's D33 Economic Agenda
Ahmed Al Khaja, CEO of Dubai Festivals and Retail Establishment (DFRE), described the partnership as consistent with Dubai's long-term ambition to become the world's most preferred city to visit, live, and work in. He noted that the deal advances basketball at multiple levels and enhances Dubai's credentials as a premier event destination, directly supporting the Dubai Economic Agenda D33.
"Our partnership with Dubai Basketball marks another exciting chapter in our collective journey to make Dubai the world's best city to visit, live and work in," Al Khaja said.
Dubai Basketball's Reach Across Europe
Dubai Basketball's General Manager and Co-Founder, Dejan Kamenjašević, welcomed the DET partnership, highlighting how the club's ABA League presence will drive more European visitors to Dubai. He noted that sports fans travelling to see matches at Coca-Cola Arena will also have the opportunity to explore the emirate and experience its culture and heritage firsthand.
"We are thrilled to welcome the Dubai Department of Economy and Tourism as our partner, a government entity that is working towards supporting the growth of Dubai," Kamenjašević said.
Dubai as a Global Sports Tourism Destination
The sponsorship reflects Dubai's broader strategy as a sports tourism destination — one that hosts international competitions, supports local clubs, and stages major domestic events. Through partnerships like this one, both DET and DFRE continue positioning Dubai as an ideal destination for sports tourism, entertainment, and world-class sporting events.
