Emirates seals NBA partnership, becomes In-Season Tournament title sponsor

New Basketball Partners. NBA x Emirates

The NBA officially unveiled on Thursday its latest partnership, as it has designated Emirates to be its Official Global Airline Partner.

As part of its partnership, the league has bestown title sponsor status to the global airline for the NBA In-Season Tournament, now called the Emirates NBA Cup.

Expect co-branded promotions and activations through the NBA's social media platforms and in-arena signage for next season's iteration, capped off with the semifinal and championship matches.

In addition, Emirates also becomes the first logo to appear as a jersey patch for the league's referees, which will be debuting at the upcoming NBA All-Star Game next week. The same will apply for their counterparts in the NBA G-League next season (2024-25) and in the WNBA (2025).

In introducing this partnership, Emirates Group Chairman and Chief Executive HRH Sheikh Ahmed bin Saeed Al Maktoum shares, "We are proud to establish a global marketing partnership with the National Basketball Association to become its Official Global Airline Partner. 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 sport culture."

For the league, Deputy Commissioner and Chief Operating Officer Mark Tatum adds, "Emirates is a world-class airline that shares our commitment to engaging fans around the world in new and creative ways. 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."

In addition, Emirates will get an increased presence in the marquee events the NBA has in store for the rest of the season and beyond, including the NBA All-Star's fan event called NBA Crossover, the NBA Global Games overseas, and other fan activations like NBA District and NBA House. The airline's branding will be very much visible throughout the virtual in-arena and the top of the backboard signage during major NBA games, kicking off with the NBA All-Star Game.

Emirates will also serve as the presenting partner of the NBA Finals Legacy Project, where the league is dedicating a new NBA Cares Live, Learn, or Play Center in the places where the upcoming NBA Finals will take place.

On their end, Emirates will integrate NBA content on its in-flight entertainment system, which allows its passengers on all its flights to enjoy long-form documentaries, player profiles, and interviews.

Official NBA merchandise, as well as co-branded items in the future, will be made available at the Emirates Store at the Emirates' Headquarters in Dubai and also via www.emirates.store. For Skywards members, one can redeem Miles incurred in order to purchase these particular merch.

This is the latest effort by Emirates to highlight its connection with sports, serving as the title sponsor of England's premier cup competition, the Emirates FA Cup, among others.