A prominent businessman, known for his influential role in the cultural and tourism sector of Abu Dhabi, has been instrumental in bringing top-tier NBA games to the United Arab Emirates. This individual, who has a deep affection for the sport, attended his first NBA game as a teenager in Boston, where he was met with a rude awakening by an elderly couple who took exception to his Los Angeles Lakers jersey.
Undeterred, he went on to study in Boston, cheering against the Celtics throughout his time there. Today, he holds a prestigious position, overseeing the development of Abu Dhabi’s cultural and tourism landscape. His efforts have contributed significantly to the NBA’s growing presence in the Middle East, with high-profile preseason games featuring the Boston Celtics and Denver Nuggets taking place in the region.
The NBA’s focus on the Middle East marks a shift away from its previous emphasis on China, where a series of factors, including a controversial tweet by a team executive, led to a significant decline in the league’s popularity. In contrast, the UAE offers a lucrative market, with three of the world’s largest sovereign wealth funds based in Abu Dhabi.
This weekend’s games at Etihad Arena on Yas Island are expected to draw large and diverse crowds, comprised mainly of expats and tourists. The NBA has committed to staging more preseason games in Abu Dhabi in the future, as part of a long-term contract signed in 2021. The league has also secured a major sponsorship deal with Emirates Airline, based in Dubai.
While human rights groups have criticized the UAE’s record on dissent and migrant workers, NBA Commissioner Adam Silver believes that sports can play a positive role in promoting cultural exchange and understanding. Silver argues that the global reach of basketball provides an opportunity to bring people together and promote common values.
The businessman behind the NBA’s Abu Dhabi initiative hopes to see basketball become a popular sport in the UAE, following in the footsteps of mixed martial arts and jiujitsu, which are already highly popular in the region. With basketball participation up 60% since the deal was struck, his vision is slowly taking shape. Ultimately, he would like to see an Emirati-owned NBA team, although current league rules restrict sovereign wealth funds to passive stakes in teams. For now, Abu Dhabi will continue to invest in basketball, hosting major events and reaping the benefits of its partnership with the NBA.
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