Abu Dhabi is yet again putting itself on the global entertainment and sports map with a large and visible outdoor advertising campaign for the NBA Abu Dhabi Games 2025. Following the 2023 game announcements, the billboards, now saturating major city skylines, promote the highly anticipated preseason games between the Philadelphia 76ers and the New York Knicks at Etihad Arena on October 2 and 4, 2025. The creative execution focuses on maximum recognition and instant impact. One billboard features the iconic Philadelphia 76ers logo stretched across a digital screen, framed in sharp blue colors. Minimal design ensures that even a casual glance from passing pedestrians or drivers registers instantly back to the NBA brand. In contrast, a second massive vertical billboard showcases star New York Knicks players, placing the human element at the forefront. The image of Jalen Brunson in his Knicks jersey commands attention while grounding the campaign in authenticity and excitement. With both official team logos and official NBA branding, the design addresses both hardcore basketball fans and the general population equally. Dates and venues are boldly mentioned in English and Arabic, which makes it accessible to the multicultural population of the UAE. With a combination of visual impact and global sports marketing, the campaign effectively communicates its message. Abu Dhabi is not just hosting basketball; it's hosting the basketball event of the year in the region. The campaign took off on the UAE’s digital screens in the third week of September.
