Slam Dunk: Dubai Emerges as Major Basketball Hub

[DUBAI, UAE ] – The UAE’s sporting ambition took center stage this fall as Dubai’s first basketball team made its debut in the EuroLeague, widely regarded as the world’s second best competition after the National Basketball Association (NBA).

Created less than two years ago, the team known as “Dubai Basketball” became the first from the Middle East to compete at this level — a feat that could transform the country into a regional basketball hub, said Dejan Kamenjašević, the team’s general manager.

“For some cities in the region, this is just a dream,” said Kamenjašević, who co-founded the team and has been a driving force behind its meteoric rise. He added its inclusion could be “the catalyst for developing the sport in the region.”

The team’s entry marks a shift for the Emirate, which has largely become known for hosting major international sporting events rather than playing in them. Now, the tides are turning. Playing out of Abu Dhabi’s Etihad Arena, Dubai Basketball is fielding a homegrown team, attracting top talent and recognition from global fans.

“[The team’s debut in the EuroLeague] creates  an opportunity to build a basketball culture in the region, especially among children, locally and internationally,” Kamenjašević said.

Among locals, that sporting culture is already starting  to take shape. 

“A home team competing on the European stage gives us residents a shared source of pride and belonging,” said Rayad Kamal Ayub, a resident and managing director of global investment strategy firm, Rayad Group.

“With a population exceeding three million…it will unite people across cultures and backgrounds. Basketball is simple, fast, and inclusive, making it easy for anyone to connect with,” Ayud said.

Dubai’s entry in the EuroLeague, backed by a five-year franchise agreement, comes as international basketball is on the cusp of an expansive new era, aimed at bringing the game to more underserved fans. While the NBA is looking towards Europe, the EuroLeague is turning its focus to the Middle East — where participation in basketball has grown more than 50% in the past three years, and more than 60% in the UAE alone, according to market research firm YouGov.

Much of that surge can be traced to Abu Dhabi’s multi-year agreement with the NBA, bringing games to the Gulf for the first time in history, and setting off an unprecedented level of interest in basketball from fans in the UAE and the region as a whole. 

Etihad Arena (Courtesy: Dubai Basketball)

At Etihad Arena, that popularity is anticipated to show up in numbers. The game is expected to boost visitor attendance to 150,000, nearly double from last season, according to club estimates. 

For Kamenjašević, turning that enthusiasm into a foundation for the sport’s long-term growth has now become a priority. “We have talent, it exists here in the UAE,” he said, adding that creating a clear pathway into professional basketball is essential.

“We want to contribute by keeping young talent in the region rather than seeing them leave for college basketball in the United States,” he added.

Dubai Basketball forward, Dwayne Bacon, dribbling ball against Mozzart Bet Belgrade (Courtesy: Dubai Basketball)

Beyond the court, the club has aligned with the UAE Basketball Federation to develop opportunities for young athletes through schools and youth divisions.

“In the future, this will help us develop a competitive national team, which I’m certain we will have,” he added. 

Recent partnerships include a collaboration with GEMS Education, designed to bring the sport closer to the community. The initiative gives students access to 30 games this season, opportunity to meet with the players as well as showcase their talents during game-day entertainment.

“Sport plays a vital role in shaping character, resilience, and community, and our partnership with Dubai Basketball brings these qualities to life,” Jay Varkey, deputy chief executive officer at GEMS Education, said in a statement.

With high-profile signings, including European shooting guard Džanan Musa and Canadian center Mfiondu Kabengele, Dubai Basketball is in it for the long run.

“Everything Dubai does, whether in business, technology, or culture, sets a model for others in the region to follow,” said Kamenjašević. “It’s the same with basketball. The game is already the world’s second most popular sport, and now, it’s becoming the same in the region.”