NBA Season Opener in Abu Dhabi
ABU DHABI, UNITED ARAB EMIRATES — Just moments before the first game of the 2025-26 NBA season kicks off, Etihad Arena is bustling with players and officials from the Knicks and 76ers.
On the sidelines, Patrick Ewing greets a fan from Beirut in a vintage Knicks jersey, while Derrick Rose takes photos with a group of Filipino supporters. Celebrities like Steve Harvey and Patrick Schwarzenegger are being escorted to their courtside seats.
The crowd features many Emirati men in traditional kanduras, but they’re outnumbered by expats from various countries, including a teenager in an Anthony Edwards Team USA jersey and unreleased signature shoes.
Unlikely Allies
The most notable interaction is between NBA powerhouses — Knicks owner James Dolan and Commissioner Adam Silver. They share laughter and conversations, showcasing a surprising camaraderie despite previous tensions.
In between them stands His Excellency Mohamed Khalifa Al Mubarak, who has worked for ten years to build relationships and direct substantial investments into the UAE’s basketball scene. The partnership is a key step toward shaping the future of global basketball amidst the rapid developments in the Middle East.
A New Era for International Basketball
The NBA is on the brink of a new, expansive era that aims to engage underserved fans and attract wealth from sovereign funds eager to invest in basketball. Some legacy leagues risk being overshadowed as the NBA prioritizes its global standing.
To this end, strengthening ties with Abu Dhabi and its affluent neighbors is crucial.
Vision of the Future
"I envision an NBA game in front of 22,500 fans at the Sphere," Al Mubarak shares while relaxing in a stylish NYU Abu Dhabi office. He hints at groundbreaking fan experiences rooted in cutting-edge technology.
Having secured collaborations with notable figures like Pope Francis and renowned architect Frank Gehry, Al Mubarak is passionate about American sports and an active NBA enthusiast.
Strategic Partnerships in Motion
Over the summer, Al Mubarak’s Department of Culture and Tourism finalized a significant alliance with Dolan’s Sphere Entertainment to build and operate a new venue in the UAE. This deal follows a failed attempt to build a second Sphere in London due to various challenges.
Additionally, the Knicks have established a lucrative sponsorship with Abu Dhabi’s tourism department, which will likely pave the way for other NBA partnerships and a new Global Academy at NYU Abu Dhabi. This initiative aims to create a framework for international talent development.
NBA Europe Takes Shape
The NBA is also discussing investments in NBA Europe, focusing on launching a European league by 2027. Al Mubarak acknowledges the potential for a Manchester team, drawing from successes with Manchester City in soccer.
However, while Abu Dhabi eyes expansion, the new NBA Europe league continues to gather interest from legacy European teams, including Alba Berlin and Galatasaray.
Navigating Foreign Investment
The NBA’s growing relationship with the Middle East isn’t without controversy. Criticism over partnerships with countries like Abu Dhabi, known for human rights violations, has been voiced before.
Yet, the NBA emphasizes that its efforts help promote the sport and create opportunities for youth in the region, stating that many participants, including girls, are gaining from these investments.
As Adam Silver noted, "Sport has a unique power to foster empathy and understanding." The NBA is setting the foundation for a long-term relationship that extends beyond basketball, while Al Mubarak is committed to ensuring that this partnership endures for years to come.
