ABU DHABI (The Thursday Times) — Ahead of the NBA Abu Dhabi Games 2024, Jaylen Brown, the Boston Celtics star, took centre stage at the Etihad Arena, thousands of miles from home, with infectious energy. Grabbing the microphone, he greeted the excited crowd with a warm, “Salam Alaykum, Abu Dhabi!” The audience responded with cheers as Brown, a Georgia native, introduced himself and expressed his gratitude in Arabic, delighting the crowd even further. “I’ve been working on my Arabic,” he later said, showcasing his efforts to connect with the local culture.
Basketball meets Emirati culture in Abu Dhabi
This joyful moment kicked off the NBA’s third annual visit to Abu Dhabi, the vibrant capital of the United Arab Emirates (UAE), for a series of preseason games. This year, the league brought two of its most celebrated teams—the Boston Celtics and the Denver Nuggets, the past two NBA champions—along with the iconic championship trophy and NBA legends like Celtics great Kevin Garnett.
Abu Dhabi has become the NBA’s hub in the Middle East, and the league’s visit highlighted much more than basketball. The players and NBA personnel immersed themselves in the culture, visiting iconic landmarks and engaging with the community. The NBA also used the opportunity to further its work with children in the region, particularly girls, through programs that inspire and promote inclusivity in sports.
The visit offered the perfect showcase for Abu Dhabi’s modernity, luxury, and spirit of tolerance. The city, known for its stunning resorts, low crime rates, and commitment to religious and cultural openness, welcomed the NBA with open arms. From cultural excursions to camel rides in the desert, the event beautifully highlighted the synergy between the NBA’s global brand and the UAE’s growing sports culture.
A unique element of the visit was the presence of basketball role models like Jamad Fiin, a Somali-American player, who not only watched from the stands but also joined a panel discussion as part of the NBA’s initiative to connect and inspire.
The collaboration between the NBA and Abu Dhabi reflects the UAE’s growing reputation as a sports and tourism destination. As NBA Commissioner Adam Silver noted, the NBA’s mission is to bring its values of teamwork, inclusivity, and diversity to every corner of the world. By hosting preseason games in Abu Dhabi, the league reaffirmed its belief in the positive power of sports and cultural exchange. The games served not only as a celebration of basketball but also as a bridge between cultures, fostering mutual respect and admiration.
U.S. Ambassador to the UAE, Martina Strong, praised the NBA’s partnership with Abu Dhabi, noting the league’s dedication to promoting universal values that transcend borders and cultures. The NBA’s commitment to inclusivity was also evident in its efforts to expand access to basketball, especially for girls, helping to build future generations of athletes and leaders.
The Celtics and Nuggets embark on a cultural exchange
Both the Celtics and the Nuggets embraced the opportunity to be part of the historic trip. Players visited the Sheikh Zayed Grand Mosque and the Abrahamic Family House, which includes a mosque, a synagogue, and a church, exemplifying Abu Dhabi’s dedication to religious harmony and tolerance. Celtics coach Joe Mazzulla, who is vocal about his Christian faith, found the experience particularly moving, calling it one of the most beautiful places he had ever visited.
For the players, the trip was about more than basketball—it was about experiencing a different part of the world. Nuggets players, including 6-foot-11 DeAndre Jordan, even ventured into the desert to ride camels. The visit offered them a chance to engage with the local culture while strengthening their team bonds. Nuggets star Nikola Jokic, along with other teammates, also visited Dubai, showcasing the NBA’s growing presence across the UAE.
The NBA’s influence in the region extends beyond just games. The league has seen participation in basketball grow significantly in the Middle East since it began playing in Abu Dhabi. In particular, the Jr. NBA program has seen a surge in participation, with an equal number of boys’ and girls’ teams playing this year. The program encourages girls to play in environments that respect local customs, and many, like 15-year-old Shamma Al Jasmi, have found a passion for the sport. Al Jasmi, who plays in a hijab, looks up to Golden State Warriors star Stephen Curry and credits basketball with helping her thrive in both life and school.
Expanding the NBA’s global reach in the Middle East
The NBA’s partnership with Abu Dhabi also involves community engagement. The Celtics unveiled a beautifully designed basketball court featuring local blanket weavers’ patterns during their visit, a symbol of the cultural exchange taking place. This court, adorned with the Celtics logo, represents the NBA’s lasting impact on the region, blending the best of both worlds—American sportsmanship and Emirati artistry.
For the Celtics, this trip was about expanding their global brand and making a positive impact. Team president Rich Gotham emphasised that their goal was to contribute meaningfully to the local community, both through sports and the values they represent. The team’s partnership with “Experience Abu Dhabi,” which began earlier this year, reflects their shared vision of promoting cultural exchange and sports as a tool for global unity.
From exciting games at the Etihad Arena to heartwarming community events, the NBA’s presence in Abu Dhabi represents a powerful collaboration between sport and culture. The Celtics and the Nuggets not only entertained but also inspired, showing how basketball can transcend borders and bring people together.
This growing relationship between the NBA and the Middle East underscores the league’s global ambitions. As governments in the region invest in sports to diversify their economies, partnerships like the one with the NBA provide a platform to promote inclusivity, cultural understanding, and the love of the game. Through programs that empower young girls, build sports infrastructure, and foster cross-cultural connections, the NBA continues to play a pivotal role in shaping the future of basketball around the world.
