The patch on the upper left corner of New York Knicks jerseys during the NBA Finals instructs fans to “Experience Abu Dhabi.” It’s a high-profile example of what has become a relatively common sponsorship in global sports—sovereign funds encouraging fans to travel to places they might not have previously considered.
Right now, however, is a bad time to experience Abu Dhabi, at least according to the U.S. government. The State Department lists the United Arab Emirates as a Level 3 country, meaning Americans should “reconsider travel,” due to the threat of armed conflict and terrorism.
The war in Iran, which spread quickly across the Middle East, has altered the impact for what is likely a mid-eight-figure sponsorship agreement—among the most expensive patch deals in the NBA. Abu Dhabi has built a reputation in recent years as a safe option for tourists and professionals across the region, but as tens of millions of people globally see the Experience Abu Dhabi patch during the Knicks’ Finals games, the emirate is reckoning with a shift in circumstance.
“No matter what type of tourism advertising they do, they can’t overcome the geopolitical realities or facts on the ground,” Eric Lob, a Middle East expert and professor at Florida International University, said in an interview. “They’ve sustained a lot of damage and destruction to their civilian and energy infrastructure. Their image as a hub of stability—for investment, tourism, finance, etc.—has really taken a hit. … It’s a precarious time for them.”
