Basketball in Lebanon is no longer just the second popular sport after football. The numbers for the 2025-2026 season finals confirm once again that it has turned into one of the most prominent advertising platforms, after the competition between the athlete and the referee attracted commercial interest that went beyond the field.
According to data published by Ipsos MENA, the media value of television advertisements during the finals increased from $1.07 million in 2025 to $2.51 million in 2026, an increase of $1.44 million and a growth rate of 135%.
The jump is not related to the rise in the number of ads alone. The number of advertisements increased from 364 to 450, or by about 24%, while the total advertising time increased by only 9%. This means that the space around matches has become more valuable, not just that television screens have shown more advertisements.
By calculating the average value, one ad increased from about $2,940 in 2025 to about $5,580 in 2026, or about 90%. This indicator reflects the high commercial cost of appearing during matches, and the ability of basketball to attract brands that are willing to spend to reach their audience.
The nature of the final helped raise interest. The series between Al-Riyadi and Al-Hikma extended to the seventh match, before Al-Riyadi won the title 4-3, after winning the last confrontation 100-79. Seven close matches, full stadiums, and a historic rivalry between the two largest fan bases, all kept the tournament present on screen and social media for weeks.
But the amount of $2.51 million does not necessarily represent money that entered the coffers of the clubs or the federation; It is a media value calculated according to monitored advertisements and official price regulations. As for the size of the actual revenues and how they are distributed between the carrier, the federation, and the clubs, it is still unannounced.
Therefore, the Lebanese basket has proven that it is capable of creating a large audience and advertising market. The challenge is to transfer this success from the final of sports and wisdom to a full season from which all clubs will benefit.
