Emirates has signed a global marketing partnership with the National Basketball Association (NBA). The airline’s multiyear deal means Emirates is now the Official Global Airline Partner of the NBA. The collaboration also makes Emirates 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.
His Highness Sheikh Ahmed bin Saeed Al Maktoum, Emirates Group Chairman and Chief Executive, said, “With basketball’s popularity around the world, we are excited to work with one of the most globally recognised 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.”
NBA Deputy Commissioner and Chief Operating Officer Mark Tatum said, “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.”
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.