NBA commences multi-year global marketing partnership with Emirates

The partnership makes Emirates the NBA Cup's inaugural title partner, in addition to being the NBA's first referee jersey patch partner.

The professional basketball tournament, the National Basketball Association (NBA) has announced a multi-year global marketing partnership with the UAE-based airline company, Emirates.

As part of the deal, the brand has become the NBA’s official global airline partner.

The partnership also makes Emirates the NBA Cup’s inaugural title partner, in addition to being the NBA’s first referee jersey patch partner.

Furthermore, across the Emirates NBA Cup semifinal and championship games beginning the following season, the airline will be promoted through a co-branded event logo. Co-branded promotions are also planned for the NBA’s international social media community and in-arena signage. The brand emblem will also be displayed on all referee uniforms.

Sheikh Ahmed bin Saeed Al Maktoum, Emirates Group Chairman and Chief Executive, said, “We are proud to establish a global marketing partnership with the National Basketball Association to become its official global airline partner. 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 U.S., where the game is an integral part of the country’s sport culture.”

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

Emirates will also have visibility at other important league events, such as the NBA Crossover, NBA All-Star, and NBA Finals Legacy Project. Throughout nationally televised NBA games, Emirates insignia will be displayed via virtual in-arena signage and on top of the backboard.

Starting with the 2025 season, the Emirates logo will also be displayed on the outfits of all referees in the Women’s National Basketball Association (WNBA).

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