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posted on Sep. 29, 2025 at 11:23 amSep 29, 2025

Equiti Group CMO on the Dubai Basketball partnership ahead of EuroLeague debut

posted on Sep. 29, 2025 at 11:23 amSep 29, 2025

Chantelle Johnson, CMO, Equiti Group talks to Campaign Middle East about the brand strategy, performance goals, success metrics, targeted audiences, and philosophy behind its partnership with Dubai Basketball.

Equiti Group Dubai basketball

Equiti, a globally recognised fintech brand headquartered in Dubai, has partnered with Dubai’s first-ever home sports franchise, Dubai Basketball, with the group serving as the team’s Founding Partner and Official Digital Wealth Partner for the next three seasons.

This partnership is between Equiti’s in-house agency – including brand, creative, OOH, PR and digital – as well as sports activation specialist Lario Agency, marketing and game opps with Dubai Basketball, and M+C Saatchi Sport & Entertainment Middle East.

As part of the partnership, Equiti will feature prominently on official jerseys and courtside at the Coca-Cola Arena, the home of Dubai Basketball, for all home games

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Tags:Brand brand connect brand owned Campaigns Chantelle Johnson chief marketing officer cmo creative data capture digital Digital Wealth Partner Dubai Basketball earned media Equiti Group Fintech Founding Partner impressions Lario Agency live experiences M&C Saatchi M+C Saatchi Sport & Entertainment Middle East memorable experiences OOH outdoor PR PR syndication programmatic Social sponsorships sports activations sports franchise storytelling

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.