Emirates has entered a multi-year marketing partnership with the National Basketball Association (NBA), the governing body of professional basketball in the US.
Part of the deal will see the annual NBA In-Season tournament renamed the Emirates NBA Cup.
Emirates will also become the first ever shirt sponsor of NBA referees. That will kick-in on February 18, at the 2024 NBA All-Star Game.
“We are proud to establish a global marketing partnership with the National Basketball Association to become its Official Global Airline Partner,” said His Highness 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 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 US, where the game is an integral part of the country’s sport culture.”
“Emirates is a world-class airline that shares our commitment to engaging fans around the world in new and creative ways,” said NBA Deputy Commissioner and Chief Operating Officer Mark Tatum. “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.
