Red Bull has signed on as Dubai Basketball's Official Energy Drink Partner for the 2026/27 season, in a deal that reaches beyond the court into fan activations, community projects and digital content meant to help the sport grow in the city.

The two brands unveiled it with a dunk 303 metres above Dubai. On the helipad of the Mandarin Oriental Downtown Hotel, Dubai Basketball's Dzanan Musa threw an alley-oop pass and Justin Anderson completed the dunk. Afterwards, 600 illuminated drones drew the Red Bull and Dubai Basketball logos above the city.

Beyond the launch, Red Bull will back the club's plans to build dedicated spaces where local communities can play and connect through basketball. The partners are also developing fan-led initiatives online, including interactive voting and content that will run on both brands' platforms well beyond matchdays.

Inside the club, Red Bull will be part of the matchday and training environments and will contribute to Dubai Basketball's content and communications through the season. Dejan Kamenjašević, President of Dubai Basketball, said the partnership will give fans and the wider community new ways to engage with the sport.

The deal lands as Dubai Basketball begins its third season, with a schedule split between the EuroLeague and the ABA League. The club describes itself as the first and only sports franchise representing Dubai and the UAE internationally.

Get weekly intel on what's launching, moving and next on MENA's shelves. Subscribe to Arabian Aisles.