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Dubai Basketball’s EuroLeague Debut Marks a New Era

When EuroLeague CEO Paulius Motiejunas first visited the Coca-Cola Arena for a Dubai Basketball game in the ABA, he knew something transformative was happening. “I walked out at night, saw the Burj Khalifa, and realized EuroLeague needed to be here,” he recalled. For him, the city’s blend of world-class tourism, vibrant atmosphere, and competitive basketball made the decision straightforward. Tomorrow at 18:00, the Dubai Basketball Club will make its official EuroLeague debut against Serbian powerhouse Partizan Belgrade, led by legendary coach Zeljko Obradovic. It is a striking contrast: one of Europe’s most established basketball dynasties facing a newcomer determined to change the rules of the game.

A Presentation Bridging Two Worlds

The official unveiling took place at the luxurious Jumeirah Emirates Towers, alongside Dubai’s iconic Museum of the Future. For Motiejunas, the symbolism was clear: “The future belongs to those who can imagine it.” He was joined by Eisa Sharis Al Marzooqi from the Dubai Sports Council and Dejan Kamenjasevic, the Bosnian visionary behind Dubai Basketball, who has deep ties to Spanish basketball. For Kamenjasevic, tomorrow’s debut is personal and historic. “This is a moment of gratitude. We believed in a vision many years ago, and today we are making history not just for our team, but for Dubai. Here, the impossible becomes possible,” he said.

Beyond Sports: A Geopolitical and Strategic Shift

The EuroLeague’s expansion to include Dubai is not only about basketball. With Dubai Basketball entering on a five-year wildcard, the competition now grows to 20 teams. This move follows the recent Final Four in Abu Dhabi and a major partnership with Abu Dhabi’s Department of Culture and Tourism and Etihad Airways. Motiejunas emphasized that while financial investment is part of the story, the mission goes deeper: “We want to expand our passion for basketball to new markets. Dubai is perfect because it brings together people from all over the world. This is not just about money—it’s about growth, grassroots development, and giving young players a team to support.”

What Comes Next for EuroLeague Expansion?

The Dubai project could open the door for further expansion in the Middle East. “Being the first is always the hardest, but why not more teams from this region?” Motiejunas suggested. Rivalries fuel basketball, and EuroLeague’s leaders see opportunities for growth beyond Europe’s traditional borders. For now, all eyes turn to the Coca-Cola Arena, where Dubai Basketball will test itself against one of Europe’s elite. The debut represents not only a milestone for the sport but also a symbolic step in Dubai’s global ambition: positioning itself as a hub where sports, culture, and innovation converge.