Emirates Joins Forces with NBA in Landmark Global Partnership

In a groundbreaking move, Emirates and the National Basketball Association (NBA) have unveiled a multiyear global marketing partnership, positioning Emirates as the Official Global Airline Partner of the NBA. This alliance also establishes Emirates as the first-ever title partner of the NBA Cup, enhancing the airline's visibility in the global sports arena.

The collaboration kicks off with the introduction of the co-branded Emirates NBA Cup, where the airline's logo will grace the event's signage and promotions across the NBA's vast social media networks and during the Cup's Semifinal and Championship games from the next season. Moreover, this partnership extends to the NBA referees, whose jerseys will feature the Emirates logo, starting with the 2024 NBA All-Star Game on 18 February.

His Highness Sheikh Ahmed bin Saeed Al Maktoum, Chairman and CEO of Emirates Group, expressed enthusiasm about the partnership, highlighting basketball's global appeal and the NBA's prestigious stature. This collaboration is seen as a strategic addition to Emirates' sponsorship portfolio, promising to connect with the extensive fan base of basketball, especially in the U.S., where the sport is deeply ingrained in the culture.

NBA Deputy Commissioner and COO Mark Tatum acknowledged Emirates' role as a world-class airline committed to innovative fan engagement worldwide. With basketball's rapidly growing popularity, the partnership is poised to bring the excitement of NBA games to millions of Emirates passengers each year.

The sponsorship extends beyond the Emirates NBA Cup, offering Emirates a presence at other key NBA events, such as NBA Crossover and the NBA Finals Legacy Project. Fans can also look forward to experiencing NBA content on Emirates flights and purchasing official NBA merchandise, including co-branded items, at the Emirates Store and online, with options for Emirates Skywards members to redeem miles for merchandise.

Additionally, Emirates' branding will reach further into the basketball world, appearing on referee jerseys in the Women’s National Basketball Association (WNBA) starting in 2025 and the NBA G League from the 2024-25 season.

As the NBA All-Star Game approaches, set to reach fans in 214 countries in 60 languages, this partnership reaffirms Emirates' long-standing commitment to basketball, particularly in the UAE and Lebanon. Through this significant partnership with the NBA, Emirates aims to further connect with its vast global audience, sharing a mutual passion for basketball and reinforcing its presence in the U.S. and beyond with services to 12 U.S. gateways.

This collaboration marks a significant chapter in the relationship between the realms of global aviation and professional basketball, promising to elevate the experience for fans and travelers alike.