Emirates soars to new heights with NBA partnership
Carrier is also the referee jersey patch partner
Dubai-based Emirates Airlines and the National Basketball Association (NBA) have inked a multiyear global marketing partnership, designating Emirates as the Official Global Airline Partner of the NBA.
The collaboration extends further, with Emirates becoming the inaugural title partner of the NBA Cup, formerly the NBA In-Season Tournament and the NBA’s first-ever referee jersey patch partner.
As the inaugural title partner of the Emirates NBA Cup, the airline will be prominently featured through a co-branded event logo. This logo will be showcased across the NBA’s global social media community and in-arena signage during the Emirates NBA Cup Semifinal and Championship games starting next season.
The Emirates logo will now be proudly displayed on all NBA referee jerseys, beginning with the 2024 NBA All-Star Game on February 18, 2024.
Strategic association
The strategic association with the NBA aligns with Emirates’ efforts to connect with a vast fanbase in the US and worldwide, sharing a common passion for basketball.
Currently offering services to 12 US gateways, including major hubs such as JFK International Airport and Los Angeles International Airport, Emirates is set to elevate its global presence through the partnership.
Sheikh Ahmed bin Saeed Al Maktoum, Emirates Group Chairman and Chief Executive, expressed pride in establishing a global marketing partnership with the NBA. He highlighted that the collaboration allows Emirates to connect with a vast global fanbase, spotlighting the NBA’s significance in the US’s sports culture.
Mark Tatum, NBA Deputy Commissioner and Chief Operating Officer, noted the shared commitment of Emirates to engage fans globally in innovative ways. He pointed out that the partnership aligns with the exponential growth of basketball as the fastest-growing sport worldwide.
In addition to being the Official Global Airline Partner, Emirates will have a visible presence at marquee league events, including NBA Crossover and the NBA Finals Legacy Project.
The airline’s branding will be featured in virtual in-arena signage and on top of the backboard during nationally televised NBA games, starting from the 2024 NBA All-Star Game.
NBA fans
Emirates will also engage NBA fans through select preseason and regular-season NBA Global Games and interactive fan events such as ‘NBA District’ and ‘NBA House’. Fans can see NBA content on all Emirates flights.
Basketball enthusiasts can purchase official NBA merchandise, including co-branded basketballs, sportswear, and vintage collectables. These items will be available at the Emirates store in Dubai and online at www.emirates.store.
Emirates’ patch will extend its presence to the jerseys of referees in the Women’s National Basketball Association (WNBA) from the 2025 season onwards and the NBA G League, the official minor league of the NBA, from the 2024-25 season.
Emirates, a longstanding basketball supporter for nearly 30 years, has been instrumental in connecting with avid fans in the UAE and Lebanon. The global airline’s sponsorship portfolio includes partnerships with top sporting clubs, tournaments, cultural events, and more.
The NBA is the premier professional basketball league globally, captivating fans with athleticism and intense competition.
Established in 1946, the NBA has evolved into a cultural phenomenon, blending sports with entertainment on a grand scale.
30 teams
Comprising 30 teams, divided between the Eastern and Western Conferences, the league showcases the world’s most exceptional basketball talent.
The regular NBA season unfolds as a gruelling test of skill and strategy, where teams compete for playoff berths and ultimately aim for the coveted Larry O’Brien Championship Trophy.
The playoffs, a dramatic elimination tournament, culminate in the NBA Finals, where the top teams from each conference vie for supremacy.
Beyond the court, the NBA embraces a global fanbase, with its games broadcasted internationally and a growing number of international players making a significant impact.
The league is a trailblazer in promoting inclusivity and social responsibility, addressing issues within and beyond basketball.
From iconic players and historic rivalries to dazzling dunks and three-point shootouts, the NBA weaves a tapestry of sportsmanship, entertainment, and cultural resonance, making it a dynamic force in professional sports.
Featured image: At the NBA partnership announcement event in Dubai (L-R): Mark Tatum, NBA Deputy Commissioner and Chief Operating Officer; Boutros Boutros, Emirates Divisional Senior Vice President – Corporate Communications, Marketing and Brand; Isiah Thomas, NBA Legend; and an Emirates cabin attendant modelling the referee jersey. Image: Emirates
