NBA Welcomes Emirates as Official Airline and Cup Sponsor

Emirates Partners with NBA

Emirates has been announced as the Official Global Airline Partner of the NBA, marking a significant step in sports marketing partnerships.

This multiyear agreement also establishes Emirates as the first title partner of the newly named Emirates NBA Cup and the groundbreaking referee jersey patch partner.

Starting next season, the Emirates NBA Cup will feature co-branded event logos, extensive promotion across the NBA’s global platforms, and visible presence in semifinal and championship games.

Additionally, the Emirates logo will debut on NBA referee jerseys at the 2024 NBA All-Star Game, enhancing the brand’s visibility in one of basketball’s premier events.

His Highness Sheikh Ahmed bin Saeed Al Maktoum, Emirates Group Chairman and Chief Executive, expressed enthusiasm for joining forces with the NBA to reach the sport’s extensive global audience. This partnership is set to enhance Emirates’ sponsorship portfolio, connecting with basketball fans across the U.S. and around the world.

NBA Deputy Commissioner and Chief Operating Officer Mark Tatum highlighted the shared commitment of Emirates and the NBA to engaging global fans. This collaboration is poised to leverage basketball’s growing popularity, introducing NBA excitement to Emirates passengers worldwide.

Emirates NBA Cup to Debut Next Season
from left to right, Isiah Thomas, NBA Legend; Mark Tatum, NBA Deputy Commissioner and Chief Operating Officer; His Highness Sheikh Ahmed bin Saeed Al Maktoum, Emirates Group Chairman and Chief Executive; and Sir Tim Clark, President Emirates Airline. Also shown is an Emirates crew modelling the referee jersey.

In addition to the Emirates NBA Cup, the airline will feature at NBA Crossover events, the NBA Finals Legacy Project, and other league events, showcasing Emirates branding in various formats.

Fans can also look forward to NBA-themed content on Emirates flights and the opportunity to purchase co-branded NBA merchandise through Emirates’ platforms.

Moreover, Emirates’ sponsorship will extend to the WNBA and NBA G League in the coming seasons, further integrating the airline within the basketball community. The partnership aligns with Emirates’ long-standing support of basketball and its strategy to connect with fans through a shared passion for sports.

Emirates currently offers services to 12 U.S. gateways, including Boston Logan International Airport (BOS), New York’s John F. Kennedy International Airport (JFK), Los Angeles International Airport (LAX), Houston’s George Bush Intercontinental Airport (IAH), Chicago’s O’Hare International Airport (ORD), Washington D.C.’s Dulles International Airport (IAD), Seattle Tacoma Airport (SEA), Newark Liberty International Airport (EWR), Dallas-Fort Worth Airport (DFW), San Francisco International Airport (SFO), Miami International Airport (MIA) and Orlando International Airport (MCO).

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