Emirates and the National Basketball Association (NBA) have forged a multiyear global marketing alliance, designating Emirates as the Official Global Airline Partner of the NBA.
This collaboration includes Emirates becoming the inaugural title partner of the NBA Cup, previously known as the NBA In-Season Tournament, and the primary sponsor of the NBA referee jersey patch.
As the premier title partner of the Emirates NBA Cup, the airline will be prominently featured through a co-branded event logo, with joint promotional activities planned across the NBA's worldwide social media platforms and arena signage during the Emirates NBA Cup Semifinal and Championship games starting next season.
Moreover, the Emirates logo will adorn all NBA referee jerseys, beginning with the 2024 NBA All-Star Game. Sheikh Ahmed bin Saeed Al Maktoum, Emirates Group Chairman and Chief Executive, expressed pride in establishing this partnership with the NBA, highlighting the opportunity to connect with a vast global fanbase and underscore basketball's status as a major sport in the US and worldwide.
NBA Deputy Commissioner and Chief Operating Officer Mark Tatum echoed this sentiment, emphasizing Emirates' status as a premier airline committed to engaging fans globally. The collaboration will extend Emirates' presence to key NBA events, such as NBA Crossover and the NBA Finals Legacy Project, showcasing its brand to millions of basketball enthusiasts.
Emirates will also engage NBA fans through select preseason and regular-season NBA Global Games and interactive fan events like "NBA District" and "NBA House." Additionally, passengers can enjoy NBA content via Emirates' inflight entertainment system, including documentaries, player profiles, and interviews.
This partnership extends beyond the NBA, as Emirates will feature logo patches on Women's National Basketball Association (WNBA) referees' jerseys and those in the NBA G League. It underscores Emirates' longstanding support for basketball, aligning with the airline's broader sponsorship strategy encompassing top sporting events and cultural engagements.
With services to 12 U.S. gateways, including major cities like New York, Los Angeles, and Miami, Emirates aims to leverage its association with the NBA to deepen connections with fans in the US and worldwide who share a passion for basketball.