The sky's the limit as Emirates becomes the NBA's global airline partner

Emirates and the National Basketball Association (NBA) today announced a multiyear global marketing partnership naming Emirates the Official Global Airline Partner of the NBA.

The collaboration also makes Emirates, owned by the Government of Dubai. the inaugural title partner of the NBA Cup, previously named the NBA In-Season Tournament, as well as the first-ever referee jersey patch partner of the NBA.

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 Sunday, 18 February at 8:00 p.m. ET on TNT.

“We are proud to establish a global marketing partnership with the National Basketball Association to become its Official Global Airline Partner,” said Sheikh Ahmed bin Saeed Al Maktoum, Emirates Group Chairman and Chief Executive.

“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 recognized and prestigious professional leagues.

“The NBA is a valuable addition to our sponsorship portfolio as it allows us to connect with a vast global fanbase, including in the U.S., where the game is an integral part of the country’s sports culture,” Sheikh Ahmed added.

NBA Deputy Commissioner and Chief Operating Officer Mark Tatum commented on the groundbreaking partnership.

“Emirates is a world-class airline that shares our commitment to engaging fans around the world in new and creative ways,” he said.

“As basketball continues to be recognized 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.”

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.”

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