EuroLeague Basketball: NextGen Finals to dovetail with Final Four in Abu Dhabi in May
Kuumar Shyam (Abu Dhabi)The future Luka Doncic or even the next Lebron James may be on display in Abu Dhabi next month when the EuroLeague Basketball's season climax is held on May 23-25, followed by the NextGen Finals. It was announced in January that the Final Four will be hosted in the emirate - the first time the top-tier tournament for club pros in Europe decided to hold it outside of the continent after a deal was struck between the organisers and the Department of Culture and Tourism – Abu Dhabi through the agency IMG. In addition to the main event, the NextGen Finals - the world's premier club-based junior basketball event, which will bring the world's top Under-18 talents together with the biggest names in basketball - will also be staged. Tickets to the Final Four event were sold out inside the first seven hours when they went on sale on February 26. While the Final Four will be held at the Eithad Arena on Yas Island, the next generation of stars will showcase their skills at the Mubadala Arena at Zayed Sports City. Last year, Dubai hosted the Qualifier to the NextGen Finals, in which the Dubai Falcons gave an indication of how the sport has developed in the UAE. That initiative last year led to the formation of Dubai Basketball, which has already made waves in the Adriatic Basketball Association (ABA) League as the debutants managed to secure a play-off berth with five games to spare and are currently third in the 16-team table.The NextGen Finals will feature eight elite teams. Joining Dubai Basketball will be EA7 Emporio Armani Milan, Barcelona (Winner of NextGen Ulm), Mega SuperBet Belgrade (Winner of NextGen Istanbul), Overtime Elite, Pole France INSEP Paris (Winner of NextGen Belgrade), Real Madrid and Zalgiris Kaunas.Incidentally, this marks the second consecutive year an Overtime Elite representative will compete in the NextGen Finals. Overtime Elite, an elite U16 to U20 league, features many of the top young talents from the United States and beyond. The league, consisting of eight teams, recently completed its fourth season.Dubai Basketball, a newly established project founded in 2024, has rapidly made its mark by securing participation in the ABA League. Their U18 team Falcons will represent the Middle East again in a successive appearance, following their role as hosts in the qualifiers last season. There will be two groups with Juria Golemac's boys in Dubai, matched with Armani Milan, Barcelona and Belgrade.A combined total of nine U18 continental trophies have been won by the clubs participating in the NextGen Finals. Real Madrid enters as the reigning champions, having edged out INSEP by a single point (85-84) in last year's final in Berlin. Real Madrid claimed the title in 2023, 2021, 2019 and 2015, while INSEP were crowned champions in 2010 and 2017. Barcelona claimed the European championship in 2016, and Mega won its first title in 2022.Fans attending the NextGen Finals in Abu Dhabi or watching via the EuroLeague's official YouTube channel will enjoy 12 group-stage games over the first three days (May 22 to May 24). The tournament will conclude on Sunday, May 25, with the championship game between the two group winners. Tickets for the NextGen Finals will be available for purchase in the coming weeks.
This season marks the 23rd edition of the NextGen. Some of the biggest names in basketball have passed through the competition, such as Doncic, Victor Wembanyama, Kristaps Porzingis, Milos Teodosic, Vasilije Micic, Nikola Mirotic, Dario Saric among others.
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Campaign ME
20 hours ago
- Campaign ME
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'Our collaboration with FIFA Club World Cup 2025 is a reflection of Hisense's ambition to deliver world-class experiences through pioneering user-centric technology,' said Jason Ou, President of Hisense Middle East and Africa. Why Hisense has integrated football into its core messaging As an official sponsor of the FIFA Club World Cup 2025, Hisense's growing presence in international sport demonstrates a long-term strategy to connect with fans through shared passion points, while continuously advancing its product technology to level up the viewing experience. Speaking to Campaign Middle East on this strategy, Fazalur Rahman, General Manager Marketing, Hisense MEA said: 'What sets Hisense apart is that we don't just sponsor football, we integrate with it.' 'Our strategy goes beyond logos and sidelines; it's about embedding our products into the experience. From high-definition, immersive viewing to smart home tech that supports every moment of matchday, we show, not tell.' Through these partnerships, Hisense aims to affirm its positioning as a trusted partner at the epicenter of football's greatest moments. 'This initiative is very much aligned with our ongoing global strategy to strengthen brand affinity through iconic sporting partnerships, including our work with FIFA, UEFA and Real Madrid,' Rahman said. The strategy behind the FIFA Club World Cup 2025 'Own the Moment' campaign According to Rahman, 'Own the Moment' is a natural transition from the technology brand's previous 'Beyond Glory' campaign. Furthermore, the shift aims to reflects a more immersive, emotionally resonant approach, where fans aren't just spectators, they're participants in the excitement. 'Hisense's long-term vision is to create meaningful, tech-enabled moments for our consumers and sports, especially football, serves as a powerful platform to do that,' Rahman said. 'The campaign effectively reflects how Hisense technology brings fans closer to the action, making every moment more immersive and memorable.' To actualise this, Hisense created several touchpoints for fans to engage with its technology. The campaign included in-person experiences such as The VR zone, Laser TV stadium experiences, and gaming trials, as well as limited-time promotions offering 48 lucky winners a full refund if Real Madrid won the FIFA Club World Cup 2025. 'This approach deepens brand equity by building associations not just with world-class football, but with innovation, entertainment, and everyday excitement, all underpinned by trusted technology,' Rahman said. The brand also launched special edition Real Madrid models spanning Hisense televisions, air conditioners, and Laser TVs. Finally, two winners were also chosen to receive a travel voucher to visit the winning club's country and embrace the spirit of the FIFA Club World Cup firsthand. 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Localisation a key factor in success of the FIFA Club World Cup 2025 'Own the Moment' campaign Rahman says the campaign succeeds because it localised messaging for audiences in the region. 'Localisation is key to campaign resonance and as such, Own the Moment was built with regional audiences at the centre,' he said. 'From tailoring promotions in UAE, Qatar, and Oman to hosting the Hisense Arena in one of the Middle East's busiest shopping malls, every touchpoint was designed for local relevance.' The brand also brought in former Spanish goalkeeper Iker Casillas for a Dubai-exclusive moment and activated in both Arabic and English to ensure inclusivity. 'Even the choice of prizes, like full product refunds and premium home tech, reflected the consumer aspirations of the region,' Rahman said. 'Going forward, we'll continue to tailor our global strategies with local insight, whether it's through retail partnerships, content collaborations, or exclusive in-market experiences.' Credits: Client: Hisense MEA Digital and social media agency: Glimpse Digital Marketing Chief Executive Officer: Rayan Tarraf Chief Marketing Manager: Janine Alyssa Creative Director: Shannon Rodriguez Copywriter: Ahmed Salem Account manager: Simone Bangera Traffic Manager: Omar Abdulhadi Account Executive: Helena D Silva PR amplification: House of Comms
Gulf Today
3 days ago
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England seek revenge against Spain as rivals meet in Euro final
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Gulf Today
3 days ago
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Creative talents ready to raise the stakes in Women's Euro title showdown
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