BOSTON CELTICS AND EXPERIENCE ABU DHABI AGREEMENT EXTENDED UNTIL 2027-28 SEASON | News
The Boston Celtics today announced the extension of their advertising agreement with Experience Abu Dhabi through the end of the 2027-2028 season. This refresh broadens Experience Abu Dhabi’s presence across Celtics platforms and fan engagement initiatives.
“We look forward to continuing our relationship with Experience Abu Dhabi as we look to expand the global reach and engagement of both the Boston Celtics and Experience Abu Dhabi brands. Their commitment to creating special fan moments, both in Boston and internationally, is closely aligned with our vision, and this renewed agreement will enable us to deliver even more impactful experiences in the years to come,” said Ted Dalton, Chief Partnership Officer of Boston Celtics.
Under the renewed agreement, Experience Abu Dhabi will continue as the official international marketing partner of the Boston Celtics. The partnership includes expanded in-arena visibility during Celtics home games, with courtside signage, hoop signage, center-hung LED scoreboard rings and commercial spotlights, all of which will continue into the playoffs. Experience Abu Dhabi will also receive banner advertising on Celtics.com.
“We are excited to extend our relationship with the Boston Celtics through the 2027-2028 season,” said Steve Cox, acting executive director of strategic marketing and communications sector at DCT Abu Dhabi. “Abu Dhabi is a welcoming destination defined by culture, community and memorable experiences, and this agreement reflects that spirit. Sports continues to enrich Abu Dhabi’s appeal as a destination, while building meaningful and lasting connections with travelers around the world.”
A major highlight of the season will be Experience Abu Dhabi’s role as presenting sponsor of the Celtics’ Bobblehead Series, which will be distributed to the first 5,000 participating fans during select games, honoring past and present franchise icons. Jaylen Brown and Bob Cousy’s bobbleheads were given away on January 30 and February 11, respectively. The series also includes:
March 16: Red Auerbach
March 22: Paul Pierce
April 7: Jayson Tatum
The company also supports an arena-wide giveaway during a regular season home game. Additional media visibility will be achieved through ad placements with NBC Sports Boston.
Experience Abu Dhabi will serve as the presenting partner of a new in-arena feature promoting tourism to Abu Dhabi, including an interactive center-hung scoreboard element. To further support youth basketball, the Celtics are waiving registration fees for four children who attend Jr. for a week. Celtics Academy Camp, courtesy of Experience Abu Dhabi.
As part of the partnership’s fan engagement efforts, Experience Abu Dhabi and the Celtics are launching a sweepstakes this season, with the grand prize being a round trip for two to Abu Dhabi.
