Emirates and the National Basketball Association (NBA) have signed a multiyear global marketing collaboration, with Emirates serving as the NBA’s Official Global Airline Partner. The cooperation also makes Emirates the NBA Cup’s inaugural title partner, previously known as the NBA In-Season Tournament, as well as the NBA’s first referee jersey patch partner.

As the Emirates NBA Cup’s first title partner, the global airline will be represented by a co-branded Emirates NBA Cup event logo, as well as co-branded promotion across the NBA’s global social media community and in-arena signage throughout the Semifinal and Championship games beginning next season.

The Emirates logo will also appear on all NBA referee uniforms, beginning with the 2024 NBA All-Star Game on Sunday, February 18 at 8:00 p.m. ET on TNT.

His Highness Sheikh Ahmed bin Saeed Al Maktoum, Chairman and CEO of Emirates Group stated, “We are proud to establish a global marketing partnership with the National Basketball Association to become its Official Global Airline Partner. This collaboration will also see Emirates become the league’s first referee jersey patch partner and the inaugural title partner of the NBA Cup. With basketball’s popularity around the world, we are excited to work with one of the most globally recognized and prestigious professional leagues. The NBA is a valuable addition to our sponsorship portfolio as it allows us to connect with a vast global fanbase, including in the U.S., where the game is an integral part of the country’s sport culture.”

“Emirates is a world-class airline that shares our commitment to engaging fans around the world in new and creative ways,” stated NBA Deputy Commissioner and Chief Operating Officer Mark Tatum. He added that as basketball continues to be recognized as the fastest growing sport globally, this collaboration will showcase the excitement of the NBA to the millions of people who fly Emirates every year.

Emirates will also have a presence at other marquee league events, such as NBA Crossover, an immersive fan event at NBA All-Star, and the NBA Finals Legacy Project, which includes the dedication of new NBA Cares Live, Learn, or Play Centers in each NBA Finals team market. Emirates branding will also be visible during nationally broadcast NBA games, beginning with the 2024 NBA All-Star Game, via virtual in-arena signage and on top of the backboard.

Emirates will engage NBA fans worldwide as a partner of select preseason and regular-season NBA Global Games, as well as the league’s interactive fan events, such as “NBA District” and “NBA House.”

Fans will be able to watch NBA material on all Emirates flights using the airline’s in-flight entertainment system, which includes long-form documentaries, player profiles, interviews, and more.

The marketing alliance will also allow basketball fans to purchase a variety of official NBA items, including as basketballs, clothing, and vintage collectibles, with co-branded collaborations planned for later this year. The goods will be available in the official Emirates Store at Emirates’ headquarters in Dubai, as well as online at www.emirates.store, with worldwide delivery. Emirates Skywards members can also use their Miles to buy products from the new selection.

Emirates’ patch will also appear on the uniforms of all referees in the Women’s National Basketball Association (WNBA) beginning with the 2025 season and the NBA G League, the NBA’s official minor league, starting with the 2024-25 season.

The 73rd NBA All-Star Game will be broadcast in 214 nations and territories in 60 languages via television, digital media, and social media from Gainbridge Fieldhouse in Indianapolis, Indiana.

For nearly 30 years, Emirates has been a strong supporter of basketball in the region, assisting in connecting with enthusiastic fans of the popular sport in the UAE and Lebanon, as well as giving a platform to promote the greatest and brightest players.

Emirates’ global sponsorship portfolio includes relationships with major sports teams, tournaments, high-profile cultural events, and more. Emirates’ partnership with the NBA will help the airline reach a large fan base in the United States and throughout the world through a shared enthusiasm for the sport of basketball.

Emirates currently offers services to 12 U.S. gateways, including Boston Logan International Airport (BOS), New York’s John F. Kennedy International Airport (JFK), Los Angeles International Airport (LAX), Houston’s George Bush Intercontinental Airport (IAH), Chicago’s O’Hare International Airport (ORD), Washington D.C.’s Dulles International Airport (IAD), Seattle Tacoma Airport (SEA), Newark Liberty International Airport (EWR), Dallas-Fort Worth Airport (DFW), San Francisco


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