Dubai, UAE – In a landmark move, dnata has signed a three-year sponsorship deal with Dubai Basketball, becoming a Founding Partner of the city’s first professional basketball team. This is dnata’s first major sports partnership and marks a new chapter in promoting basketball across the UAE.
The partnership comes as Dubai Basketball prepares to compete in Europe’s top leagues – the prestigious EuroLeague and a return to the Adriatic Basketball Association (ABA) League. dnata’s support highlights its commitment to growing basketball in the UAE and showcasing the nation on the international stage.
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From Runway to the Rim
Under the agreement, dnata’s branding will feature on Dubai Basketball’s official jerseys, across Coca-Cola Arena, and on the team’s digital channels. The company will also promote its travel and leisure brands, including dnata Travel, Arabian Adventures, and marhaba, through fan events and match-day experiences.
Additionally, dnata will act as the official travel partner for the team, managing seamless journeys as Dubai Basketball competes in Europe’s elite competitions.
Steve Allen, CEO of dnata, said:
"This is a landmark moment for dnata and a true full-court press into the world of sport. Like Dubai Basketball, we aim high, compete with the best, and never settle for less. Together, we are bringing Dubai to the global stage."
He added, "Basketball unites communities, just as our services connect millions worldwide. We are proud to support the team and bring our brands closer to fans locally and internationally."
Dubai Basketball on the Rise
Since its launch in 2023, Dubai Basketball has made remarkable progress. In its debut ABA League season, the team reached the semifinals and finished third – a major achievement for a new club.
The team will now return to the ABA League and also compete in the EuroLeague, hosting games at the Coca-Cola Arena, welcoming some of Europe’s top clubs to Dubai.
Nick Oakley, Co-CEO of Dubai Basketball, said:
"Dubai Basketball will compete in Europe’s great cities, carrying the pride of Dubai onto the world stage. We are excited to have dnata as our official travel partner. Together, we will build an extraordinary team and inspire our fans."
A Global Connection
With dnata’s presence on six continents, the collaboration aligns the company’s global reach with the team’s rise. Last season, Dubai Basketball drew nearly 80,000 fans across 18 home games. The new three-year partnership will feature at least 31 home games per season, ensuring dnata’s visibility on and off the court as the team competes with Europe’s best.
This partnership marks a new era for sports sponsorship in the UAE, showing how Dubai Basketball and dnata are putting the city on the global map – in both sports and travel.
