dnata has entered the world of professional sports with a landmark three-year sponsorship agreement with Dubai Basketball, becoming a Founding Partner of the city’s first professional basketball franchise.
The deal marks dnata’s first major sports sponsorship and places its brand at the heart of one of the region’s most ambitious sporting projects.
The partnership comes as Dubai Basketball prepares for a return to the Adriatic Basketball Association (ABA) League and its highly anticipated debut in the EuroLeague, one of the strongest basketball competitions in the world. The collaboration highlights dnata’s commitment to supporting the growth of basketball in the UAE while amplifying Dubai’s presence on the global sporting stage.
Under the agreement, dnata’s branding will feature on team jerseys, Coca-Cola Arena’s home court, and across digital platforms. The company will also activate its travel, hospitality, and ground services brands – including dnata Travel, Arabian Adventures, and marhaba – through fan engagement and game-day experiences. As official travel partner, dnata will oversee the team’s logistics as it competes across Europe.
Steve Allen, CEO of dnata, called the partnership a “landmark moment,” noting the shared values of ambition, teamwork, and global reach between the company and the club.
Dubai Basketball Co-CEO Nick Oakley echoed this sentiment, emphasizing the team’s mission to carry the pride of Dubai onto the world stage with dnata as a key supporter.
Since its formation in 2023, Dubai Basketball has quickly established itself as a rising force, reaching the semifinals of the ABA League in its debut season. With EuroLeague competition ahead and home games at Coca-Cola Arena, the franchise is poised to bring world-class basketball to Dubai, with dnata firmly in its corner.
News Source: Dubai Media Office
