The NBXL, the first USA-Middle East professional basketball league, finds UAE home at Expo City Dubai following naming rights partnership

29 May 2024 – 1min. read


Expo City Dubai has signed a partnership with the NBXL, the world’s first USA-Middle East based independent professional basketball league, that will see the city become the home of UAE league matches and give it naming rights to one of four teams representing Dubai in the inaugural 2025 season.

The signing was a preview to the main launch on 5 October, when Expo City Dubai will unveil its team name, logo, key players, merchandise and staff and schedule. The announcement will also reveal three other teams, with fun basketball activations and opportunities for fans to meet and greet players.

With NBXL teams featuring elite players from around the world, UAE league matches are set to take place at Expo City Dubai with additional league games planned in the United States and Saudi Arabia.

No stranger to the UAE, the NXBL hosted two days of basketball activities during Expo 2020 Dubai. It also took part in the 2022, 2023 and 2024 Dubai Schools Games Basketball Championships – an initiative by Dubai Sports Council, featuring more than 150 private and public schools.

The partnership reflects Expo City Dubai’s commitment to boost the health and wellbeing of the community by actively engaging the public in sports, fitness and wellness events.


Seated (right to left): Christian Villar, NBXL founder and owner; and Ahmed Al Khatib, Chief Development and Delivery Officer, Expo City Dubai

Standing (right to left): Dunstan Paul Rozairo, Chairman, DJMC Events; Ahmed Al Janahi, Chief Events Planning and Execution Officer, Dubai Sports Council; Joe Foster, founder of Reebok, NBXL advisory board member and co-owner of a league-owned team; Sholto Douglas-Home, Chief Marcomms and Sales Officer, Expo City Dubai; and Jad Hindy, Senior Vice President – Marketing, Expo City Dubai.


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