EuroLeague springboard for basketball in Abu Dhabi: IMG official

KUUMAR SHYAM (ABU DHABI)

The EuroLeague Final Four, the second-biggest event after the NBA in the sport, is being hosted outside the continent for the first time as the three-day event kicks off on Friday at the Etihad Arena, Yas Island.

The landmark move underscores Abu Dhabi’s ambition to be a basketball hub domestically and internationally, according to the stakeholders Department of Culture and Tourism – Abu Dhabi, EuroLeague and the sports agency International Management Group (IMG). The shift also marks a pivotal moment in the league’s evolution.

According to Matt Dwyer, Senior Vice President at IMG, the decision to bring the Final Four to Abu Dhabi is part of a larger strategy to expand the league’s footprint into emerging international markets.

“This is a real opportunity for us as a company to deepen our partnerships in the region and work more closely with Abu Dhabi itself,” he said. Since IMG entered into a joint venture with the EuroLeague nine years ago, revenues have increased five-fold, and the brand has become a commercial success across Europe, according to Dwyer.

The Abu Dhabi Final Four is seen as a springboard to further expand the league’s presence beyond its traditional markets. “The league is a fantastic product with an incredibly passionate fan base,” Dwyer noted. “Bringing it to Abu Dhabi not only introduces the game to a new audience, but it also gives us the chance to win over new fans and elevate the sport in a city that is increasingly becoming a global sports hub.”

The benefits of this move, Dwyer explained, are mutual. For EuroLeague, the expansion into the Middle East opens doors to financial growth and broader market engagement. For Abu Dhabi, it’s another jewel in its gleaming crown of elite sporting events. And it is an addition to an array of big events managed by the IMG, such as the Arabian Gulf Cup, the Saudi Pro League and UFC in the Middle East.

“The event sold out in record time [seven hours], which is a testament to the appetite for basketball in the region,” Dwyer said. “There’s going to be a large amount of tourists coming over to Abu Dhabi, and that’s going to have a significant economic impact on the city. At the same time, it will help cement Abu Dhabi’s reputation as a number one destination for sports and entertainment.”

Maintaining the EuroLeague Final Four’s signature atmosphere while breaking tradition to seek out a more international fan base is a delicate balance that IMG is trying to achieve. Despite the geographic shift, Dwyer is confident that the energy and intensity fans expect will be fully preserved.

“With the sheer amount of fans travelling into Abu Dhabi and the passionate support behind the participating clubs, I think people inside the arena will feel like they could be anywhere in Europe,” he said. “What makes this special, though, is the chance to blend that intense European basketball atmosphere with the unique cultural setting of Abu Dhabi.”

To bring out the essence of the new setting, the EuroLeague has roped in 20 content creators or influencers, including two Emiratis who are bridging the trans-cultural gap.

Throughout the week, fan engagement events are planned across the city, aiming to create a culturally rich and immersive experience for both travelling supporters and local fans. Dwyer emphasised that this unique blend of traditions will define the 2024 Final Four as one of the most memorable in the league’s history.

Looking beyond the tournament itself, IMG and EuroLeague hope the event will serve as a catalyst for basketball development across the region. “Basketball is already a popular sport in Abu Dhabi, but hosting a marquee event like this can help take it to another level,” Dwyer said.

“We want to inspire future generations – whether as players, fans, or even volunteers – and help embed basketball more deeply into the cultural and sporting fabric of the city.”