Emirates and the National Basketball Association (NBA) unveiled a multiyear global marketing collaboration on Thursday. This alliance designates Emirates as the official global airline partner of the NBA, marking a significant milestone in both entities’ efforts to engage fans worldwide.
As part of this partnership, Emirates becomes the inaugural title partner of the NBA Cup, formerly the NBA In-Season Tournament.
Under the Emirates NBA Cup sponsorship, the airline will be prominently featured through a co-branded event logo with collaborative promotions. In-arena signage during the Emirates NBA Cup Semifinal and Championship games will further amplify the partnership’s visibility, commencing next season.
Furthermore, Emirates’ logo will adorn the jerseys of all NBA referees, debuting during the highly anticipated 2024 NBA All-Star Game scheduled for February 18.
Sheikh Ahmed bin Saeed Al Maktoum, Emirates Group Chairman and Chief Executive, expressed pride in establishing this global marketing partnership with the NBA.
“We are proud to establish a global marketing partnership with the National Basketball Association to become its Official Global Airline Partner,” he said.
Mark Tatum, NBA Deputy Commissioner and Chief Operating Officer, praised Emirates as a world-class airline aligned with the NBA’s mission of engaging fans globally through innovative initiatives.
The partnership extends beyond traditional sponsorship, enabling Emirates to participate in prominent league events such as NBA Crossover and the NBA Finals Legacy Project.
Emirates branding will feature prominently in various formats, including virtual in-arena signage on the backboard during nationally televised NBA games.
Emirates’ commitment to basketball extends to the Women’s National Basketball Association (WNBA) and NBA G League, where the airline’s patch will adorn referees’ jerseys starting from the 2025 and 2024-25 seasons, respectively.
With nearly three decades of supporting basketball in the UAE and Lebanon, Emirates’ partnership with the NBA underscores its dedication to connecting with basketball enthusiasts globally.