Sports & Championship

In a move set to revolutionize the live sports experience in the region, Dubai Basketball has announced a multi-season partnership with Subway®, the globally recognized quick-service restaurant brand. The collaboration names Subway as a founding partner of Dubai’s first professional basketball team, currently making waves in their debut season in the Adriatic Basketball Association (ABA) League.

The dynamic three-year partnership will focus on powering an enhanced courtside experience for fans at the Coca-Cola Arena, as Dubai Basketball continues to draw massive attention and reshape the city’s sporting culture. With a strong playoff performance already under their belt, the franchise is building momentum both on and off the court.

Subway, known for its fresh and customizable sandwiches, will bring its signature offerings to every home game, especially enriching the experience for courtside ticket holders. Fans can expect an exciting blend of sports and hospitality, from tip-off to the final buzzer, fueled by Subway’s wide menu selection.

Dejan Kamenjašević, General Manager of Dubai Basketball, stated:

Partnering with a global brand like Subway reflects the values we want to promote here at Dubai Basketball – active living and community wellbeing. We’re not just building a basketball team; we’re building a culture. With Subway on board, we’re excited to offer our courtside fans a way to power up on game day.”

As Dubai prepares for a thrilling playoff run, Subway’s expanded presence aims to energize supporters throughout the high-octane action.

Efe Celik, Director at Subway MEASA, commented:

“This is an exciting new era for Subway as we become a founding partner of Dubai Basketball. This collaboration reinforces our commitment to fuelling healthier businesses and healthier lives by promoting active lifestyles and well-being among our community of guests and fans.”

Hisham Al Amoudi, CEO of KOJ (Subway’s master franchisee in the UAE), added:

“As part of our ongoing commitment to support homegrown talent and the communities we serve, this sponsorship reflects our shared values of teamwork, performance, and relentless passion. We thank Subway MEASA for their support in making this partnership possible.”

This partnership symbolizes a shared mission to enhance the sports and wellness landscape in Dubai. As Dubai Basketball continues its impressive debut season, the collaboration with Subway is poised to redefine the game day experience, further energizing fans and reinforcing community connections through sport and nutrition.

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