Mohamed Khalifa Al Mubarak’s passion for basketball has deep roots, starting from his teenage years in Boston when he attended an NBA game between the Los Angeles Lakers and the Boston Celtics. Despite a less-than-warm reception from a couple seated next to him, his love for the NBA only grew. Al Mubarak, now known as “His Excellency,” serves as the chairman of the Abu Dhabi Department of Culture and Tourism and plays a key role in hosting high-profile preseason games in the United Arab Emirates, featuring the Celtics and Denver Nuggets, the past two NBA champions.
These games symbolize the NBA’s expanding relationship with political and business leaders in the Middle East, as the league shifts focus from its previous engagement with the Chinese market. The NBA’s connection with China has faced challenges, particularly after a controversial tweet from a former executive that led to significant revenue losses and the suspension of broadcasts in the country. With no preseason games held in China since 2019, the league’s attention has increasingly turned to the Middle East, where Abu Dhabi presents a lucrative business environment thanks to its wealth and access to influential sovereign funds.
The upcoming Celtics-Nuggets games are set to be the largest event held at Yas Island’s Etihad Arena, which is part of a comprehensive sports and entertainment complex. Abu Dhabi has successfully hosted six preseason games and multiple exhibitions over recent years, attracting significant crowds predominantly made up of expatriates and tourists. Notably, an exhibition game in July drew over 12,000 fans, showcasing the growing interest in basketball in the region.
Part of the NBA’s strategy in engaging with the Middle East includes a major sponsorship deal with Emirates Airline and partnerships with the local government, including potential jersey sponsorships with the Celtics and Knicks. The ruling family of Dubai is also investing in professional basketball, highlighting their ambitions to elevate the sport within the region.
However, this relationship is not without scrutiny. Human Rights Watch has raised concerns about the UAE’s human rights record, accusing the country of using sports for image management. NBA Commissioner Adam Silver has acknowledged these criticisms while emphasizing the importance of sports in fostering global connections.
Mubarak has ambitious plans to grow basketball’s popularity within the UAE, mirroring the success of mixed martial arts and jiu-jitsu in the country. His long-term vision includes potentially acquiring a controlling interest in an NBA team, although current league rules limit sovereign wealth funds to minor stakes.
Looking to the future, Al Mubarak is optimistic about the potential for Emirati players to reach the NCAA and beyond, hoping to inspire a new generation of basketball talent in the region. As Abu Dhabi continues to invest in basketball, the NBA is expected to benefit from increased partnerships and sponsorships, solidifying its presence in the Middle East.