/ case study

NBA visits Abu Dhabi

ClientDCT – Abu Dhabi



Events, Media Relations, PR Services

NBA visits Abu Dhabi
Client DCT – Abu Dhabi Office



Events, Media Relations, PR Services

Industry Sports Related Links visitabudhabi.ae/en/campaign/nba-in-abu-dhabi

the challenge

The NBA Abu Dhabi Games 2022 took place in October 2022, along with the NBA District Media Event. As the preferred agency of the Department of Culture Tourism – Abu Dhabi (DCT – Abu Dhabi), Action UAE managed the international PR and communications for three event days. The project aimed to further strengthen Abu Dhabi’s image as the perfect host for mega sporting and entertainment events.

our approach

Action UAE conceptualised and implemented a comprehensive PR campaign, including core messaging for the event across consumer, lifestyle and sports audiences, designed to meet a range of key objectives set by DCT – Abu Dhabi:

• Boost ticket sales for NBA Abu Dhabi game days to welcome fans from the region

• Demonstrate Abu Dhabi’s capabilityy to host live mega sporting and entertainment events, aligning with DCT’s messaging to reinforce Abu Dhabi’s position as a global sports and tourism destination

• Further promote Abu Dhabi’s tourism offerings and consolidate its position on the global tourism and sporting map


  • Over 14M PR reach
  • 3,824 total pieces of coverage in 80 countries
  • Over 3K pieces of coverage in English
  • 435 pieces of coverage in Arabic

let’s work together