NBA partners with Abu Dhabi investment firm to promote basketball among players, fans

ABU DHABI: The National Basketball Association and ADQ, an Abu Dhabi-based investment and holding company, have announced a multiyear collaboration to engage fans and youth players in the UAE capital.

The agreement will make ADQ the presenting partner of the NBA Abu Dhabi Games 2023, featuring the Dallas Mavericks and the Minnesota Timberwolves playing two preseason games on Thursday, Oct. 5 and Saturday, Oct. 7 at the Etihad Arena on Yas Island in Abu Dhabi.

ADQ will also host and support the NBA’s grassroots basketball programs in the UAE, including as part of the league’s existing collaboration with the Department of Culture and Tourism – Abu Dhabi.

The collaboration will see ADQ support a variety of NBA fan engagement, youth development, and social-impact initiatives to develop the next generation of fans and players in the UAE and promote a healthy and active lifestyle, including the Jr. NBA Abu Dhabi League, NBA FIT clinics, NBA Cares events, and NBA youth basketball development camps over the summer.

Anas Albarguthi, ADQ’s chief operating officer, said: “Through this ground-breaking collaboration, ADQ will contribute to the increasing prominence of the sport and bolster the emirate’s profile as an attractive destination, while encouraging healthier lifestyles.

“Our track record in partnering with leading organizations to promote physical activity both on a professional and an amateur level has served to prove that sports yield tangible benefits for local communities.”

NBA Europe and Middle East managing director, Ralph Rivera, said: “Engaging with local communities and growing basketball at the grassroots level are cornerstones of our broader efforts to use the game to inspire and connect people in the