NBA stars return to Abu Dhabi

Returning for its third year, the NBA Abu Dhabi Games 2024, presented by ADQ, saw Action Global Communications UAE once again lead the regional PR campaign. Held on 4 and 6 October, 2024 at Etihad Arena, the event featured the Boston Celtics and Denver Nuggets—two of the NBA’s most recent champions—and aimed to boost awareness, drive ticket sales, and reinforce Abu Dhabi’s status as a global sporting hub.

Alongside the games, NBA Fan Appreciation Day and the NBA District offered fans immersive experiences, meet-and-greets with NBA legends, and cross-sport activations. The campaign successfully engaged families, tourists, and sports fans, while overcoming challenges such as last-minute ticket purchases, complex logistics, and large-scale event coordination.

Key PR Highlights:

• Global Exposure: The campaign delivered media coverage valued at over $903 million—an 80% increase on 2023—securing widespread exposure across sport, lifestyle, business, and tourism platforms.
• Narrative-Led Coverage: Action amplified the “Champions vs. Champions” storyline through interviews, press releases, and player-led content, positioning the games as a landmark sporting moment in the region.
• Media Engagement: Secured 24 exclusive interviews with NBA legends and coordinated virtual pre-event press conferences with key players and coaches, providing the media with premium access and insights.
• Comprehensive Event Coverage: Managed media accreditation, facilitated interviews during team practice sessions, and oversaw full press operations at NBA District, Fan Appreciation Day, and post-game press conferences.
• Cross-Sport Appeal: Leveraged appearances by global football icons—Ronaldinho, Figo, Henry, Piqué, Casillas, and Roberto Carlos—to broaden reach across diverse fanbases and media verticals.
• Creative Content Activation: Delivered a standout crossover moment at Yas Marina Circuit featuring Emirati racing driver Amna Al Qubaisi and WNBA legend Sylvia Fowles, generating significant media interest.

Abu Dhabi has indisputably become, to quote The New York Times, “the NBA’s hub in the Middle East”.