NBA Takes Over UAE Billboards Ahead of Abu Dhabi's 2025 Games

Abu Dhabi transforms into basketball's global billboard

Abu Dhabi’s skyline is glowing again. Massive digital screens across the city are plastered with the logos of the Philadelphia 76ers and New York Knicks, building anticipation for the NBA Abu Dhabi Games 2025. The event, held at Etihad Arena on 2 and 4 October 2025, is a statement about the UAE’s growing dominance in global sports advertising.

The billboards, both digital and static, show sharp creative contrasts. One design amplifies team logos in clean blue tones, while another brings players like Jalen Brunson front and centre, connecting fans emotionally. Copy appears in both English and Arabic, making the message universal across the UAE’s multicultural audience.

The NBA Abu Dhabi experience beyond the arena

The Abu Dhabi Games are not just about two nights of basketball. The entire city turns into a fan festival.

The NBA District at Manarat Al Saadiyat runs from 2 to 5 October with meet-and-greets, full-size courts, limited-edition merchandise, and live music. Fans can meet NBA legends, play basketball, and soak in performances from artists like Siilawy and DJ D-Nice. It’s a model of experiential marketing at scale — blending sport, entertainment, and culture seamlessly.

These events build deep fan engagement. Each year, the District attracts larger crowds, reinforcing Abu Dhabi’s status as a reliable host for international sport.

Why OOH leads the charge for international sports

Abu Dhabi’s OOH strategy perfectly mirrors how leagues expand beyond home markets. The NBA’s use of billboards, metro wraps, airport panels and digital screens ensures the event is unavoidable. This OOH-first approach does two things — it captures attention from the public, and it gives brands a high-visibility platform for partnerships.

For any brand entering sports sponsorship, this aligns closely with what we explain in how to advertise in sports your playbook for global impact.

Lessons from other global leagues

NFL in the UK shows the power of touring the shield

The NFL London Games proved that consistent overseas fixtures can grow genuine fan bases. London’s annual games filled stadiums, built hospitality packages, and boosted merchandise sales. The league mastered OOH takeovers around train stations, airports and landmarks — with storytelling that converted casual interest into long-term loyalty. For more insight into how major rights holders use technology, see how Adobe and the NFL are using AI to transform the fan experience.

Football keeps the global bar high

Football remains the benchmark for international growth. Top leagues balance media, hospitality, and star power to maintain dominance. Dive into sports, then explore football and the Premier League to see how global formats attract billions.

With a likely final World Cup cycle for Lionel Messi and Cristiano Ronaldo approaching, brands are already planning content that blends nostalgia and future vision through ambassadors.

Motorsport wins with precision cities

Formula 1 has turned destination races into tourism engines. Citywide branding, live fan zones, and headline concerts make F1 weekends as much about experience as racing. Visit motorsport and formula 1 to see how precision meets spectacle.

Combat sports and golf broaden the aperture

UFC fight weeks and golf majors both turn cities into temporary advertising canvases. Each brings unique audience segments and brand tiers. Explore combat sports and golf — and for wider South Asian reach, include cricket.

How brands can plug into NBA Abu Dhabi

Choose the right partnership route

Some brands focus on courtside presence, while others seek talent tie-ins and street-level awareness. Browse partnerships and activations to see what aligns with your campaign.

Work with ambassadors who move the needle

Audiences connect more deeply with people than logos. Our ambassadors network lets brands align with top sports personalities — across basketball, football, or mixed disciplines — to give campaigns emotional pull.

Map your channel mix

OOH builds fame. Social drives conversions. PR and retail close the loop. Read why advertising through sport scores big for your brand and why World Sports Advertising is the winning choice for your brand to understand how an integrated mix ensures results. For a quick executive overview, see the power play of how sports advertising scores big for modern brands.

Ready to brief

If you already know your goals, reach out via contact. We’ll help you plan OOH inventory, ambassador involvement, and content timelines aligned with the NBA Abu Dhabi calendar.

The UAE’s playbook for sustained growth

The return of the NBA preseason forms part of Abu Dhabi’s grand plan — hosting world-class events to boost tourism, media, and investment. Multi-year continuity builds audience trust while OOH keeps every edition feeling new.

Brands acting early can secure premium sites near Etihad Arena, airports, malls, and major arterials. For strategic context, read Middle East's game changing rise in global sports and our guide on sports partnerships.

Further reading from our newsroom

• How to advertise in sports your playbook for global impact
• Middle East's game changing rise in global sports

FAQs

How are the NBA Abu Dhabi Games promoted in the UAE?

Through citywide out of home, bilingual billboards, and digital activations that blend awareness with local engagement.

Can brands partner with the NBA Abu Dhabi Games?

Yes. Via official partnerships, fan zones, and content tie-ins using our partnerships hub.

Why is Abu Dhabi important to sports advertising?

Because the UAE’s investment in sports aligns with tourism and innovation, creating prime real estate for brands seeking global exposure.

How do I plan an activation for sports partnerships?

Start with our activations and ambassadors pages, then contact us for tailored planning.