Making further forays into partnering with globally-significant sporting events, Emirates has sealed a historic deal with the National Basketball Association to become the Official Global Airline Partner and the title sponsor of the Emirates NBA Cup as well as the inaugural referee jersey patch partner.

Dubai-based Emirates has signed a multi-year deal to become Official Global Airline Partner of the National Basketball Association (NBA), the governing body in United States of one of the richest sports in the world, as part of a multiyear global marketing partnership.

According to a press statement by Emirates, the collaboration also makes it 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.

The statement adds that being the inaugural title partner of the Emirates NBA Cup, the international airline will be represented by a co-branded event logo, co-branded advertising on the NBA’s international social media networks, and in-arena signage during the Emirates NBA Cup Semifinal and Championship games beginning the following season.

“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,” says Sheikh Ahmed bin Saeed Al Maktoum, Emirates Group Chairman and Chief Executive.

The statement adds that the Emirates logo will also be featured on all NBA referee jerseys, starting with the 2024 NBA All-Star Game taking place on February 18 at 20:00 ET (01:00 UTC on February 19) and which will be broadcast on US network TNT.

“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,” adds Maktoum.

“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 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,” says NBA Deputy Commissioner and Chief Operating Officer Mark Tatum.

The statement adds that 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.

Emirates says it will also engage NBA fans around the world as a partner of select preseason and regular-season NBA Global Games and through the league’s interactive fan events, including “NBA District” and “NBA House.” Fans will have the opportunity to watch NBA content on all Emirates flights via the airline’s inflight entertainment system, including long-form documentaries, player profiles, interviews and more.

The statement adds that marketing partnership will also allow the purchase of NBA merchandise, including basketballs, sportswear and vintage collectibles, at the official Emirates Store in Dubai and online. Emirates Skywards members can also redeem their miles to purchase items from the exciting range.

Emirates’ patch will also be featured on the jerseys for all referees in the Women’s National Basketball Association (WNBA), beginning with the 2025 season, and NBA G League, the official minor league of the NBA, beginning with the 2024-25 season.

The statement adds that the 73rd NBA All-Star Game will take place at Gainbridge Fieldhouse in Indianapolis, Indiana and reach fans in 214 countries and territories in 60 languages on television, digital media and social media.