To minimize potential conflicts between Greek and Turkish fans, organizers are implementing various strategies. Notably, Abu Dhabi is rapidly establishing itself as a prominent global basketball center.
High-Price Tickets at Etihad Arena
Since the early 2000s, the Middle East, particularly the Arabian Peninsula, has dramatically reshaped the global sports landscape with substantial investments in both local and international events, including the Qatar World Cup, high-profile athletes in the Saudi Pro League, Formula 1 races in the UAE, and a variety of annual tournaments spanning tennis, golf, and esports. Additionally, major European clubs like Manchester City and PSG have made significant investments in the region.
While football continues to dominate, basketball is gaining traction as a key investment area, especially in Abu Dhabi. The city has hosted NBA exhibition games, team friendlies, and is set to host the Euroleague Final Four (May 23-25)—a first for an event of this significance outside Europe. Despite some criticism, this move underscores the influence of Arab financial power on global sports, paving the way for new opportunities.
A Tweet from Mohamed Khalifa Al Mubarak About His Childhood Interests
As a child, Khalifa was captivated by comics, especially American superheroes like Superman and Batman. After becoming Abu Dhabi’s Minister of Culture and Sports in 2016, he remarked on his love for imaginative creations. His interests later shifted to basketball and the NBA, spurred by his education at Tufts University and a personal allegiance to the Lakers over the Celtics.
In 2019, following tensions between the NBA and China triggered by a tweet from the Houston Rockets’ general manager supporting Hong Kong protests, Al Mubarak identified an opportunity. With key sponsors withdrawing, television broadcasts halting, and the league facing financial setbacks, Abu Dhabi emerged as a lucrative basketball hub, bolstered by its wealth and home to three of the largest sovereign funds in the world.
Etihad Arena
The Experience Abu Dhabi, the marketing division of the Culture and Tourism Ministry, has secured multi-year sponsorship deals with the Boston Celtics and is reportedly in discussions to sponsor the New York Knicks. While Abu Dhabi may not match China’s player pool, it can attract Euroleague events and is now negotiating with the second-largest basketball league globally.
Four years later, Abu Dhabi is gearing up to host the Euroleague Final Four (2025-26), following its debut in the Adriatic League this year. As the NBA extends its reach into Europe, many view Abu Dhabi as a potential “Trojan Horse,” a trend expected to grow.
The Arena and the City
Opened in 2021 on Yas Island near Abu Dhabi, the Etihad Arena has garnered multiple awards for its design, ranking among the world’s most modern venues. Hosting the Euroleague Final Four will be a significant challenge, particularly regarding fan conduct—especially among Greek and Turkish fans—given the nation’s conservative laws despite a notably liberal atmosphere.
Previous incidents in Berlin, where fans engaged in hostile behavior, highlight the necessity for strict discipline. Enforcement of rules against foul language, political or religious slogans, and specific dress codes will be paramount. Alcohol consumption will only be permitted in licensed establishments, and public drinking or celebrations are prohibited. Fans are also encouraged to exercise restraint in chants and avoid excessive noise.
Tickets and Pricing
On February 25, 2025, Euroleague commenced online ticket sales for the Final Four. Initially, tickets were accessible only to season ticket holders, EuroLeague TV subscribers, and past buyers. The following day, general sales opened but quickly crashed due to high demand. Within hours, over 4,000 tickets—approximately one-third of the arena’s capacity—were sold out. An extra 2,400 tickets were allocated to the four finalists, with adjustments made following initial plans for 1,800 tickets.
For those seeking tickets at the last minute, resale platforms like Viagogo and Ticombo are seeing prices skyrocket—starting around €1,700 and reaching up to €15,216 for the best seats. Official prices ranged from €74.75 per game (€299 for a full set of four) to €187.25 per game (€749 for the complete package). Resale restrictions are in place, but a lucrative black market has emerged.
Travel and Accommodation
Abu Dhabi, an essential international hub managing 120 million passengers annually, features costly direct flights, with fares starting at around €2,310 (with limited availability). Flights with layovers present a more budget-friendly alternative, typically around €500. The Olympiacos BC team has announced charter flights for fans, and similar arrangements are anticipated for Panathinaikos.
Accommodation options are diverse and generally more affordable than tickets, yet logistical challenges remain for fans traveling to the event.
A Competitive Final Four
Despite organizational challenges, this year’s Final Four is expected to deliver fierce competition. It mirrors last year’s lineup closely, with Monaco taking Madrid’s place and a significant Greek presence featuring both Panathinaikos and Olympiacos. In a historic first, the two Greek teams can only face each other in the finals.
Defending champion Panathinaikos aims to retain its title in Abu Dhabi after last year’s win in Berlin, having navigated a tense playoff series against Anadolu Efes. Olympiacos, seeking its first title since 2013, is determined to avenge last year’s loss to Real Madrid, a team they eliminated in the playoffs. With Vassilis Spanoulis back as coach and key players like Nick Calathes (injured) and Giorgos Papagiannis (crucial in Game 5 against Barcelona), the team is fired up.
The likely semifinal opponent is Fenerbahçe, managed by Sarunas Jasikevicius, who is eager for retribution after last year. The Turkish team has shored up its abilities and is aiming to overcome its Final Four woes, as Jasikevicius seeks his first title with a new club.
Olympiacos aspires to reclaim its dominance in Europe, targeting a semifinal win over Monaco—just as they did in 2023—with Vassilis Spanoulis playing a pivotal role, making this match particularly significant for both him and the Reds.
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