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After his team traveled to Abu Dhabi for two exhibition games against the Eagles, Bucks president Peter Fagin said the NBA’s first live game in the United Arab Emirates will do wonders in expanding the scope of the sport. Fagin told SBJ that the region has “an incredible hunger for NBA basketball.” “It’s turning the concept into reality. For me, having a live event is really a turning point in solidifying the relationship.” While acknowledging that the region may be in the “embryo” stage of its fan growth, the NBA in Abu Dhabi and beyond Admirers have been watching and following the league’s games for years. The purpose of this tour is to acclimate fans to the entire structure of the sport. Fagin said the crowd at the game was filled with a large number of young fans — ages 8 to 24 — with not only Eagles and Bucks players, but jerseys from other NBA stars to celebrate the sport.
International push: Fagin hopes the trip will help the team build relationships for international marketing deals in the future. Now allows teams to get up to 10 international marketing deals. He said Motorola — the team’s jersey partner — also has international marketing rights for the team. The trip provided the Bucks with the opportunity to market directly to Abu Dhabi tourism stakeholders. “At some point, with local income, you kind of take your chances,” Fagin said. “You talk about the growth of this league, the growth of audience and engagement, and when you have a global superstar that’s bigger than most of the players in the league, you really want to market globally and sell on a large scale. As for Giannis Antetokounmpo, Fagin said he has 100 percent familiarity with the Bucks star. “From the royal family to the youngest fans, people want to reach out to Giannis,” Fagin said. “We don’t need anyone close to the game to understand who Giannis is and what he does. He has an extraordinary presence in Abu Dhabi.”
NBA admirers in Abu Dhabi and beyond have been watching and following the league’s games for yearsGetty Images
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