Emirates and the National Basketball Association (NBA) have joined forces in a groundbreaking multiyear global marketing partnership, declaring Emirates as the Official Global Airline Partner of the NBA. The agreement, announced on Thursday, also designates Emirates as the inaugural title partner of the NBA Cup and the first-ever referee jersey patch partner of the NBA.
Under the partnership, Emirates will prominently feature its branding on NBA referee jerseys, debuting at the upcoming 2024 NBA All-Star Game on February 18. Additionally, Emirates will take center stage as the title partner of the Emirates NBA Cup, formerly known as the NBA In-Season Tournament, with plans for co-branded promotions across the NBA’s worldwide social media platforms and in-arena signage during the Emirates NBA Cup Semifinal and Championship games, commencing next season.
Commenting on the collaboration, Sheikh Ahmed bin Saeed Al Maktoum, Emirates Group Chairman and Chief Executive, expressed pride in establishing the partnership, emphasizing the significance of connecting with the vast global fanbase of the NBA. Mark Tatum, NBA Deputy Commissioner and Chief Operating Officer, echoed this sentiment, highlighting Emirates as a world-class airline aligned with the NBA’s commitment to engaging fans worldwide.
Beyond the Emirates NBA Cup and referee jersey patch partnership, the sponsorship will extend to various marquee league events, including NBA Crossover and the NBA Finals Legacy Project. Emirates branding will be visible through virtual in-arena signage and on televised NBA games, starting from the 2024 NBA All-Star Game.
Emirates plans to engage NBA enthusiasts through select preseason and regular-season NBA Global Games, as well as interactive fan events like “NBA District” and “NBA House.” Additionally, fans will have access to NBA content on all Emirates flights via the airline’s inflight entertainment system.