Dubai-based aviation services company dnata has signed a three-year sponsorship agreement with Dubai Basketball, becoming a Founding Partner of the city’s first professional basketball franchise.
The deal, dnata’s first major sports sponsorship, places its brand at the heart of one of the most ambitious sporting projects in the region. Dubai Basketball is preparing to compete in both the EuroLeague and the Adriatic Basketball Association (ABA) League, marking a significant milestone for the club and the emirate’s sporting ambitions.
Branding and travel partnership
As part of the agreement, dnata’s logo will feature on the team’s official jerseys, at the Coca-Cola Arena home court, and across digital platforms. The company will also leverage the partnership to highlight its brands – including dnata Travel, Arabian Adventures, and marhaba – through game-day experiences and fan activations.
In addition, dnata will serve as the official travel partner, supporting Dubai Basketball’s journeys across Europe and ensuring smooth logistics as the club takes on some of the continent’s most competitive teams.
Steve Allen, CEO of dnata, described the deal as a “landmark moment” for the company.
“Like Dubai Basketball, we believe in a play-to-win mindset – aiming high, competing with the best, and never settling for less,” he said. “Their rapid rise mirrors our own journey as a Dubai-born company that has grown into a truly global brand.”
Dubai Basketball’s rapid ascent
Formed in 2023, Dubai Basketball enjoyed a breakthrough debut season in the ABA League, reaching the semifinals and finishing third overall – a remarkable achievement for a new franchise.
The team has confirmed its return to the ABA League and will also debut in the EuroLeague, one of the world’s most prestigious basketball competitions. Home fixtures will be staged at Coca-Cola Arena, where fans can expect to see Europe’s most storied clubs compete in Dubai.
Nick Oakley, Co-CEO of Dubai Basketball, welcomed dnata’s backing:
“Dubai Basketball will compete in Europe’s great cities, carrying the pride of Dubai onto the world stage. We are proud to welcome dnata as our official travel partner, a world-class brand that shares our vision and ambition.”
Growing fanbase and visibility
Dubai Basketball’s inaugural ABA League season drew nearly 80,000 spectators across just 18 home games at Coca-Cola Arena. With EuroLeague fixtures added, the club expects to host at least 31 home games per season, giving dnata widespread visibility in Dubai and abroad.
The partnership represents more than just brand exposure: it highlights Dubai’s growing influence in global sport and strengthens the emirate’s reputation as a hub for major international events.
For dnata, which operates across six continents, the sponsorship aligns its global presence with Dubai Basketball’s rapid rise. Both brands are set to carry Dubai’s name into arenas worldwide – in aviation, travel and now professional basketball.
