EHCB executive director Goran Sasic on the Abu Dhabi Final Four: “A perfect destination”

2025-01-29T14:06:56+00:00 2025-01-29T17:29:37+00:00.

Aris Barkas

29/Jan/25 14:06

Eurohoops.net

With the Turkish Airlines EuroLeague Final Four moving to Abu Dhabi for the Final Four, EuroLeague Head Coaches Board executive director Goran Sasic explains why this is an ideal and cheap destination

By Eurohoops team/ info@eurohoops.net

In a groundbreaking move, the Turkish Airlines EuroLeague Final Four will be hosted outside of Europe for the first time in its history, with Abu Dhabi set to welcome the prestigious event in 2025.

Goran Sasic, Executive Director of the EuroLeague Head Coaches Board and President of the Local Organizing Committee for the 2022 Belgrade Final Four, spoke to local media and shared his insights on what this means for the competition, the impact of the Middle East on European basketball, his firsthand experiences in the UAE and the fact that this destination compared to major European cities is relatively cheap.

Q: What are your thoughts on Abu Dhabi being chosen as the host city for the 2025 EuroLeague Final Four?

Sasic: First, I would like to congratulate Abu Dhabi on securing this historic event. The EuroLeague could not have found a better destination to host the Final Four outside of the European continent. Serbia and the UAE have long-standing ties, which were particularly evident during the COVID-19 pandemic when the UAE provided Serbia with critical medical supplies.

Beyond politics, there’s a deep respect between the two nations, even in aviation—Etihad Airways played a crucial role in saving Air Serbia from bankruptcy, elevating it into a profitable airline today. His Highness Sheikh Mohammed Bin Zayed is well-known in Serbia, and I cannot recall a single instance where he denied a request for assistance.

As a Serbian basketball representative, I truly wish the best to the UAE and believe the 2025 EuroLeague Final Four will be an outstanding event for basketball fans worldwide.

Q: What do you think about European basketball expanding into the Middle East?

Sasic: I’ve been asked many times about my opinion on this, and my stance has always been clear: European basketball should follow the path of European football.

Football has already embraced the Middle East, with major events and investments flowing between European clubs and Middle Eastern investors. Basketball must embrace the same strategy. This is why I’m delighted that EuroLeague has taken this step—I hope it’s just the beginning of more events in the region.

Ultimately, my biggest wish is to see clubs from the Middle East competing in the EuroLeague and EuroCup in the future.

Q: Are EuroLeague stakeholders supportive of Middle Eastern teams joining the competition?

Sasic: Absolutely. Over the last two years, many EuroLeague coaches, players, referees, and officials have asked me about the possibility of Dubai joining the league. The response has been overwhelmingly positive.

People forget that EuroLeague already includes teams outside Europe, such as Fenerbahce Istanbul (Asia) and Maccabi Tel Aviv (Israel), as well as Turk Telekom and Hapoel Tel Aviv in the EuroCup. So the argument that teams must be geographically European to participate doesn’t hold up.

Q: This is your first time in the UAE—what has stood out to you the most?

Sasic: My experiences here have been astonishing. The first thing that stands out is the respect people show. Unlike the forced politeness in some places, here, it feels genuine and sincere. People anticipate your needs, making interactions effortless.

Another surprising aspect is how quiet and peaceful everything is. Whether in a restaurant, on the streets or driving, there’s a noticeable absence of unnecessary noise—no honking, no loud phone conversations, no intrusive notifications.

The cleanliness of the country is exceptional. A simple way to judge a city’s cleanliness is by checking parking lots, and in Abu Dhabi, I can confidently say, you could eat off the pavement.

I even experienced something that left me in shock—a shopping mall employee offered to clean my rental car for free while I was inside shopping. At first, I couldn’t believe it, but when I returned, my car had been deep-cleaned, something unheard of elsewhere.

Q: One of the key concerns for fans traveling to new locations is safety. How does Abu Dhabi compare?

Sasic: Safety is on another level here. In the 2022 Belgrade Final Four, fan surveys revealed that many visitors felt safe, which was a key factor in their positive experience. But in Abu Dhabi, I believe public safety is even higher.

I conducted a personal test: I left my wallet, phone, and passport unattended on the beach while I swam. Nobody even glanced at them.

Another instance is when a friend forgot his phone in a taxi. In most cities, you’d assume it’s gone forever. Here? It was returned within 30 minutes.

The hospitality is equally impressive. When checking out of my hotel, the receptionist initially informed me that checkout was at 11 AM but immediately followed up by asking, “What time would suit you?” He then offered 1:30 PM or later if needed, without extra charges. This level of consideration is rare in other parts of the world.

Q: Some fans believe traveling to Abu Dhabi will be too expensive. Is this a valid concern?

Sasic: This is one of the biggest misconceptions I’ve encountered. Instead of relying on perception, I ran simulations comparing hotel and flight costs between Abu Dhabi and major European cities like Barcelona, Berlin, Belgrade, Athens, and Istanbul.

Surprisingly, Abu Dhabi was cheaper than many of these destinations in May—the exact time of the Final Four. Additionally, food and transportation costs are comparable or even lower than in cities like Berlin and Barcelona.

One standout feature: tourists arriving in Abu Dhabi receive 10GB of free internet at the airport—something I’ve never seen anywhere else. This level of hospitality immediately makes visitors feel welcome.

Q: Some critics say EuroLeague is moving to Abu Dhabi only for financial reasons. What’s your response?

Sasic: I strongly disagree.

This move is not just about money; it’s about expanding the EuroLeague’s global reach. Look at the success of Serbian clubs Partizan and Red Star, which have attracted thousands of first-time fans from non-basketball countries like the UK and US.

Football clubs like Real Madrid, Barcelona, and Manchester United have become global brands. My dream is for EuroLeague teams like Panathinaikos, Olympiacos, Zalgiris, and Milano to achieve the same level of international recognition.

If you experience the unique passion of a PanathinaikosOlympiacos derby, a Real Madrid-Barcelona showdown, or a Zalgiris home game, you understand what makes EuroLeague basketball special. The goal is to share this energy and devotion with fans worldwide.

The decision to host the 2025 EuroLeague Final Four in Abu Dhabi marks a significant turning point for European basketball. It reflects the league’s ambition to grow beyond traditional boundaries, much like football has done over the past two decades.

With a vibrant atmosphere, world-class facilities, and a welcoming culture, Abu Dhabi has the potential to set a new standard for EuroLeague Final Fours.