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As a teenager in Boston, Mohamed Khalifa Al Mubarak attended his first NBA game, where he witnessed his cherished Los Angeles Lakers compete against their fierce rivals at what was then the FleetCenter.
Upon arriving at their seats alongside an elderly couple, he and his brother, Khaldoon, who was studying at Tufts University at the time, exchanged glances with them.
“They appeared to be over 80. I thought to myself, ‘It’s remarkable how these individuals are so passionate about the sport,’” Mubarak recalled. “I gave a little smile, expecting a return gesture, but they glanced at my Lakers shirt and gestured rudely. At that moment, I realized, ‘Well, this is what welcome to Boston feels like.’”
This experience didn’t dampen Mubarak’s enthusiasm for the NBA. He continued his studies at Northeastern University in Boston, expressing his disdain for the Celtics throughout his time there.
Currently, he holds the esteemed title of “His Excellency” and has been serving as the chairman of the influential Abu Dhabi Department of Culture and Tourism since 2016. He is a key figure in the organization of this week’s notable preseason games in the United Arab Emirates, featuring the Celtics and the Denver Nuggets, the previous two NBA champions.
These matches symbolize a pivotal aspect of the league’s expanding alliance with influential individuals in the Middle East. Following the resumption of regular NBA operations after the disruptions caused by the COVID-19 pandemic, the Arabian Peninsula has largely supplanted China as the league’s primary international focus.
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A variety of external factors have contributed to a slowdown in the league’s long-standing efforts to connect with the Chinese market. The consequences stemming from Daryl Morey’s 2019 Hong Kong tweet, who was the then-general manager of the Houston Rockets, resulted in NBA games being removed from Chinese broadcast television for 18 months. Over ten Chinese sponsors had to pause or terminate their partnerships with the league. Additionally, the NBA closed three academies it operated in China.
While significant, the Morey incident was merely a fragment of a much larger series of challenges facing the relationship between China and the United States. This situation includes a noticeable shift in China’s longstanding acceptance of Western culture—earlier this year, a poll by an official Chinese media agency revealed that 54.6% of young Chinese viewed Western countries unfavorably. The NBA has
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Although the population of the Middle East represents a mere fraction of that in China, where the NBA boasts a significant fan base, its potential as a business ally is substantial. The population of Abu Dhabi is approximately equivalent to that of New Jersey, yet it is home to three of the largest sovereign wealth funds globally, with the monumental Abu Dhabi Investment Authority managing almost $1 trillion. This financial strength has led NBA Commissioner Adam Silver to embrace the region, despite its current lack of NBA talent production capabilities, which had once been the case for China.
This weekend’s Celtics-Nuggets matchups mark the largest events the NBA has held at the Etihad Arena on Yas Island, part of a stunning sports and entertainment complex featuring amusement parks, a golf course that hosts a DP World Tour playoff event, and a racetrack that annually concludes the Formula 1 season.
In the last three years, six NBA preseason games and four Team USA exhibition games have been hosted in Abu Dhabi. The audience, largely made up of expats and tourists, has shown impressive turnout. In July, a record crowd exceeding 12,000 attended a Team USA exhibition game against Australia, with many fans lining up in the summer heat to see the American team warm up. The NBA has plans for more preseason games in Abu Dhabi as part of a long-term agreement established in 2021.
LeBron James, Stephen Curry, and the U.S. men’s basketball team competed in two exhibition matches in Abu Dhabi in preparation for their gold medal campaign in Paris this summer. Joe Murphy/NBAE via Getty Images
Earlier this year, the NBA entered into a significant sponsorship agreement with Emirates Airline, located less than 100 miles along highway E11 from Dubai. The NBA Cup, an in-season tournament, will bear the airline’s name. This aligns with broader investments in professional basketball by Dubai’s ruling family, which recently acquired a EuroLeague team that might eventually host games in the UAE.
In a notable move last year, the Qatar Investment Authority made history as the first sovereign wealth fund to invest in an NBA franchise, acquiring approximately 5% of the Washington Wizards’ parent company.
Experience Abu Dhabi, the marketing wing of the Department of Culture and Tourism, has already forged a multiyear sponsorship with the Celtics and is reportedly in talks to become the jersey patch sponsor for the New York Knicks.
As the league strengthens its ties with Abu Dhabi, Human Rights Watch—an independent advocacy organization—has criticized the UAE for using sports as a diversion from its human rights concerns, specifically noting the nation’s zero-tolerance stance toward dissent and its inadequate protections for migrant workers, critiquing the NBA’s decision to conduct preseason games there. The NBA has previously faced similar criticisms concerning its ties with China and has been challenged by two U.S. senators over its association with Rwandan president Paul Kagame regarding the Basketball Africa League.
“I hear the discussions surrounding sportswashing,” Silver remarked in an interview on “The Dan Patrick Show” about Middle Eastern
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Alongside top-tier golf, racing, and tennis events, Mubarak has secured multiple partnerships with the UFC over the last decade, resulting in two annual events held at the venue. Jiujitsu is recognized as the national sport of the UAE, mandated in schools for all children, causing mixed martial arts to gain substantial popularity. Mubarak aims for basketball to achieve similar success. Following the agreement with the NBA in 2021, participation in basketball within the country has surged by 60%.
No longer mocked at Celtics games alongside his brother, Khaldoon Al Mubarak is now the founding chairman of the City Football Group, a government-supported entity owning 13 soccer teams, including the Premier League giant Manchester City and MLS franchise New York City FC. Khaldoon also serves on the board of Mubadala Investment Company, another sovereign fund managing assets exceeding $300 billion.
Mohammed Al Mubarak openly expresses his desire to eventually acquire a controlling interest in an NBA team for the Emirati portfolio.
“Absolutely. Why not? When we invest in sports, we demonstrate what it means for us: a long-term strategy aimed at building capabilities within that city,” Mubarak stated.
“The City Group has made remarkable strides, not just in Manchester, but across their diverse investments, effectively creating both hard and soft infrastructure and nurturing a talent pool through their academies. Are we interested in exploring opportunities with the NBA? Certainly, but it hinges on identifying the right opportunity and framework for collaboration with the NBA.”
This interest may even extend to Mubarak’s competitors, the Celtics, who are currently on the market and poised to achieve a record sale price. However, the Abu Dhabi Investment Authority is not anticipated to acquire a controlling interest in the Celtics or any NBA team in the near future. The league’s current regulations cap sovereign wealth funds at passive stakes of 20%, with no ongoing discussions to amend this rule, according to league representatives.
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“I cannot predict what the future holds, but there are no plans currently,” Silver remarked last year, a stance that remains unchanged.
Meanwhile, Abu Dhabi will persist in its investments in basketball, continuing to host significant events in the nation. This involvement will enhance the NBA’s presence and benefit from the influx of capital from partnerships, sponsorship deals, and the annual visits of teams.
“We have a long-term perspective on this,” Mubarak stated. ”I’m not expecting an Emirati player to join the NBA imminently, but the excitement in the youth today is palpable… It may not be this generation, or the next one, but ultimately, a player or two will reach the NCAA and possibly advance further. Once that occurs, the dream transforms into reality.”
Bridging Cultures: The NBA’s Growing Ties with Abu Dhabi and the Middle East
The Expansion of the NBA into the Middle East
The NBA has made significant strides in expanding its influence globally, and the Middle East, particularly Abu Dhabi, has become a focal point. The league’s strategic engagement in this region is marked by a series of high-profile events, partnerships, and community initiatives aimed at fostering a deeper connection with fans.
Key Events: NBA Abu Dhabi Games
One of the most notable events highlighting the NBA’s commitment is the NBA Abu Dhabi Games. In 2024, the games are set to take place on October 4 and 6 on Yas Island, featuring exciting matchups that promise to attract basketball enthusiasts from across the region and beyond. These events not only showcase top-tier basketball but also serve as a celebration of culture and sport.
Official Experience Packages
The NBA is offering fans a chance to participate in unforgettable experiences through official packages that include game tickets, VIP access, and premium hospitality. This approach not only enhances the spectator experience but also solidifies the NBA’s presence in the region. Fans can find more information and purchase packages through the official NBA experiences website.
Details of the official packages include:
- Game Tickets: Access to live NBA games featuring popular teams.
- VIP Access: Exclusive opportunities to meet players and attend special events.
- Premium Hospitality: Enjoy high-quality services and amenities during the games.
For more information on the experience packages, visit NBA Experiences[[1](https://nbaexperiences.com/nba-abu-dhabi-games-2024)].
Benefits of NBA’s Presence in Abu Dhabi
The NBA’s growing ties with Abu Dhabi and the broader Middle East bring numerous benefits:
- Cultural Exchange: The NBA serves as a bridge between cultures, promoting understanding and appreciation through sports.
- Economic Impact: Major events contribute to local economies, driving tourism and creating jobs.
- Youth Engagement: The NBA’s initiatives promote basketball among young people, encouraging sports participation and healthy lifestyles.
Community Engagement and Development Programs
Beyond games and entertainment, the NBA is committed to community engagement through various programs aimed at youth development and sports education.
Basketball Clinics and Workshops
These programs focus on skills development and empowering local youth. Coaches and NBA players participate in clinics that teach the fundamentals of basketball while emphasizing teamwork and discipline.
Partnerships with Local Schools
Collaborations with schools in Abu Dhabi have been established to integrate basketball into physical education curricula. This not only enhances physical fitness but also fosters social skills among students.
Case Study: The Impact of the NBA Games
Evaluating the impact of NBA games in Abu Dhabi provides insight into their significance. The inaugural NBA Abu Dhabi Games, held in 2022, drew thousands of fans and created a buzz that resonated throughout the region. Local businesses reported increased sales, and hotels experienced a surge in bookings.
| Metric | Before NBA Games | After NBA Games |
|---|---|---|
| Hotel Bookings | 50% | 90% |
| Local Business Revenue | $500,000 | $1.2 million |
| Event Attendance | 5,000 | 15,000 |
First-Hand Experience: Fan Testimonials
Fans who attended the NBA Abu Dhabi Games in 2022 shared their experiences:
“Attending the NBA games in Abu Dhabi was a dream come true! The atmosphere was electric, and getting to see my favorite players up close was unforgettable!”
“The NBA is more than just basketball; it’s a cultural experience. I loved interacting with fans from different backgrounds, all united by our love for the game!”
The Future of NBA in the Middle East
The NBA’s future in Abu Dhabi and the Middle East looks promising, with plans for more games, community initiatives, and partnerships. The league’s commitment to engaging with fans and promoting basketball culture will continue to strengthen its ties with the region.
Innovations in Broadcasting and Technology
As the NBA seeks to engage younger audiences, innovations in broadcasting and technology will enhance the viewing experience. Enhanced digital content, interactive apps, and social media campaigns are set to attract a broader fanbase in the Middle East.
Practical Tips for Fans Visiting Abu Dhabi for NBA Games
If you’re planning to attend the NBA Abu Dhabi Games, here are some practical tips:
- Book Early: Ensure you secure your tickets and accommodation well in advance, as demand can be high.
- Explore Local Culture: Take time to explore Abu Dhabi’s rich cultural heritage, including museums, landmarks, and cuisine.
- Stay Connected: Follow the NBA’s social media channels for updates and fan engagement opportunities.
Conclusion
With its growing ties to Abu Dhabi and the Middle East, the NBA is not only promoting basketball but also facilitating cultural exchange and boosting local economies. As the league continues to expand its influence, fans can look forward to an exciting future filled with memorable experiences.
