Emirates and the National Basketball Association (NBA) have announced a long-term global marketing partnership, appointing Emirates as the NBA’s Official Global Airline Partner. This collaboration marks a significant milestone, as Emirates becomes the inaugural NBA Cup title partner and the first-ever referee jersey patch partner for the NBA.
The partnership will kick off at the 2024 NBA All-Star Game on February 18 featuring Emirates logo on all NBA referee jerseys.
During in season games, Emirates will be featured through a co-branded Emirates NBA Cup event logo, promotions across NBA’s global social media, and in-arena signage for Semifinal and Championship games starting next season.
Emirates will have a presence at key events like NBA Crossover, All-Star, and the NBA Finals Legacy Project, featuring new NBA Cares Centers in Finals team markets.
Emirates customers can now stream NBA content, including documentaries, player profiles, and interviews, on all flights via Emirates inflight entertainment system.
While this is Emirates first global basketball partnership, this isn’t Emirates only major sports deal. The airline is heavily involved in the Premier League – sponsoring several European soccer teams, professional tennis – sponsoring ATP and WTA tours, and the U.S. Open, golf, rugby, cricket and many other sports leagues around the world.