Experience Abu Dhabi – the destination brand of the Department of Culture and Tourism (DCT Abu Dhabi) – has partnered with Belgian artist Katrien Vanderlinden and 18-time NBA Champions, the Boston Celtics, to promote the highly anticipated NBA Abu Dhabi Games through a newly transformed basketball court at Reem Central Park.
The court’s fresh look, brought to life by Katrien Vanderlinden, combines iconic elements of Emirati culture with the Celtics’ instantly recognisable Shamrock. Featuring Al Sadu weaving patterns. Vanderlinden design pays tribute to the emirate, where honoured traditions meets sports side-by-side – creating a fun and meaningful spot for the local community and visitors.
The artwork incorporates the traditional Sadu-pattern, characterised by triangles and diamond shapes, reminiscent of intricate woven rugs. Drawing inspiration from the sense of home that rugs evoke, and with the Celtics visiting Abu Dhabi for the first time, the design symbolises an ‘Abu Dhabi rug’ for the team, blending local heritage with the Celtics’ presence in the city.
Katrien Vanderlinden said, “I was deeply inspired by the local Emirati culture, especially the Sadu-pattern, which I integrated with the iconic green of the Boston Celtics. The idea was to create a space where art and sports come together, making it a meaningful place for the community.”
I believe that these two worlds – art and sport – can really lift each other and inspire one another. My hope is that the mural not only catches people’s eyes but also becomes a space where basketball and art inspire connection and pride in the local neighbourhood,” Vanderlinden added.
The court was inaugurated during an event attended by
- H.E. Mohamed Khalifa Al Mubarak, Chairman of DCT Abu Dhabi;
- H.E. Saood Abdulaziz Al Hosani, Undersecretary of DCT Abu Dhabi;
- H.E. Nouf Mohamed Al-Bushlaibi, Executive Director of the Strategic Marketing & Communications Sector at DCT Abu Dhabi;
- Rich Gotham, President of the Boston Celtics;
- Ted Dalton, Chief Partnership Officer of the Boston Celtics;
- Chris Sparks, Senior Director of Youth Development of the Boston Celtics, and
- Jennifer Todd, Senior Vice President of Partnership Development, Strategy, Youth Basketball, and Corporate Events at the Boston Celtics.
The event highlighted the city’s passion for blending art and sports in ways that inspire and engage the local community.
A broader marketing campaign
The revamped court comes just in time for the highly anticipated NBA Abu Dhabi Games 2024, presented by ADQ, where basketball fans will get to witness the Boston Celtics take on the Denver Nuggets in two action-packed pre-season games.
The court makeover is part of Experience Abu Dhabi’s broader campaign to elevate local sports culture, inspire the next generation of athletes, and strengthen the growing love for basketball across the UAE.
The broader campaign also includes a week of activities, including youth clinics and basketball development programmes hosted by the NBA. More than 7,000 youth from the UAE, the Middle East, and Europe will have the chance to learn new skills, focus on health and wellness, and pursue their basketball dreams, whether as players, coaches, or referees.
Also, the NBA Fan Appreciation Day in Abu Dhabi will feature a guest performance by award-winning rapper 2 Chainz, along with the Clash of the Legends event.
Football icons Roberto Carlos, Luís Figo, Iker Casillas, Ronaldinho, Thierry Henry, and Gerard Piqué will go head-to-head in a unique basketball-football hybrid game at Etihad Arena, offering fans a one-of-a-kind experience.
As Abu Dhabi continues to establish itself as a global hub for sports and culture, the transformation of the Al Reem Island basketball court reflects the city’s commitment to creating spaces where people can connect, be active, and celebrate their shared passions.
Building cultural ties in Abu Dhabi
Ahead of the NBA Abu Dhabi Games 2024, presented by ADQ, players representing the Boston Celtics and the Denver Nuggets shared how this is going beyond a preseason showcase to also build cultural connections while playing in the Emirates.
NBA star Jason Tatum reflected on how being in Abu Dhabi helps build team chemistry.
“We’ve only had a few days of practice, but visiting the Sheikh Zayed Grand Mosque and spending time together away from home really brings us closer as a team,” Tatum said, further emphasising the importance of this shared experience. “Going to the other side of the world, visiting the mosque yesterday — it’s a unique experience compared to a normal training camp. Building that chemistry is going to be really beneficial for the season.”
Celtics star Jalen Brown – last season’s Finals MVP – already feels comfortable in the capital. “This place feels like a home away from home for me,” he shared, emphasising his connection with the UAE after spending two months here during the off-season. “I’ve been fortunate to travel all around the world, and one of the places I’ve really connected with is the UAE.”