Emirates named global airline partner of NBA

Emirates Airline has added to its extensive sports portfolio by becoming a global partner of the National Basketball Association (NBA).

Emirates not only becomes the first-ever official airline of the league, it also takes title sponsorship of the in-season tournament - renamed as the Emirates NBA Cup.

As part of the multi-year deal, the Emirates logo will also be emblazoned on official jerseys - again, the first time in NBA history that referee kits will carry a sponsor.

Taking to his official social media channel, His Highness Sheikh Ahmed bin Saeed Al Maktoum, Chairman and Chief Executive, Emirates Airline & Group, said: the "collaboration will allow us to connect with a global fan base, especially in the United States, where basketball is an important component of sports culture".

As the first title partner of the Emirates NBA Cup, the global airline will be featured through a co-branded Emirates NBA Cup event logo, with co-branded promotion planned across the NBA’s global social media community and in-arena signage throughout the Emirates NBA Cup Semifinal and Championship games starting next season.

The Emirates logo will also be featured on all NBA referee jerseys, starting with the 2024 NBA All-Star Game taking place on February 18, at 8:00 p.m. ET on TNT. 

The sponsorship will also allow Emirates to enjoy a presence at other marquee league events, including as a partner of NBA Crossover – an immersive fan event at NBA All-Star – and as the presenting partner of the NBA Finals Legacy Project, which features the dedication of new NBA Cares Live, Learn, or Play Centers in each NBA Finals team market.  Emirates branding will also be visible through virtual in-arena signage and on top of the backboard during nationally televised NBA games, beginning with the 2024 NBA All-Star Game.

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

Fans will have the opportunity to watch NBA content on all Emirates flights via the airline’s inflight entertainment system, including long-form documentaries, player profiles, interviews and more. 

The marketing partnership will also allow basketball fans to purchase a wide range of official NBA merchandise, including basketballs, sportswear and vintage collectibles, with co-branded collaborations to follow later this year.  The merchandise will be sold at the official Emirates Store at Emirates’ Headquarters in Dubai and online at www.emirates.store, which delivers worldwide.  Emirates Skywards members can also redeem Miles to purchase items from the exciting range.

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

The 73rd NBA All-Star Game will take place at Gainbridge Fieldhouse in Indianapolis, Indiana and reach fans in 214 countries and territories in 60 languages on television, digital media and social media.

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