Emirates and the National Basketball Association (NBA) have announced a multiyear global marketing partnership naming Emirates the Official Global Airline Partner of the NBA. Emirates' collaboration also marks them as the first title partner of the NBA Cup, formerly known as the NBA In-Season Tournament, and the pioneering referee jersey patch partner of the NBA.
Being the inaugural title partner of the Emirates NBA Cup, the renowned airline will showcase a co-branded Emirates NBA Cup event logo. Co-branded promotion is set to span across the NBA's global social media platforms, along with in-arena signage during the Emirates NBA Cup semi-final and Championship games in the upcoming season.
Furthermore, the Emirates logo will adorn all NBA referee jerseys, starting from the 2024 NBA All-Star Game happening on Sunday, 18 February.
His Highness Sheikh Ahmed bin Saeed Al Maktoum, Emirates Group Chairman and Chief Executive, said, "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 recognised and prestigious professional leagues."
Through this sponsorship, Emirates will have the opportunity to participate in other prominent league occasions. It includes partnering with NBA Crossover, an interactive fan event during NBA All-Star, and serving as the presenting partner of the NBA Finals Legacy Project. This project involves establishing new NBA Cares Live, Learn, or Play Centres in each NBA Finals team market. Emirates' branding will also be showcased through virtual in-arena signage and on top of the backboard during nationally televised NBA games, starting from 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'. Besides this, 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.
NBA Deputy Commissioner and Chief Operating Officer Mark Tatum, said, "Emirates is a world-class airline that shares our commitment to engaging fans around the world in new and creative ways. As basketball continues to be recognised 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.”