NBA Emirates logo
Emirates, a globally recognized leader in air travel, has solidified its position as a major player in sports partnerships by announcing a groundbreaking multiyear global marketing partnership with the National Basketball Association (NBA). This strategic alliance names Emirates as the Official Global Airline Partner of the NBA, marking a significant expansion of the airline’s already impressive portfolio of collaborations and highlighting the importance of Partners Of Emirates Airlines in their global strategy. This partnership goes beyond traditional sponsorships, establishing Emirates as the inaugural title partner of the newly named Emirates NBA Cup, formerly the NBA In-Season Tournament, and making history as the first-ever referee jersey patch partner of the NBA.
The Emirates NBA Cup will prominently feature the global airline through a co-branded event logo. This co-branding initiative will extend across the NBA’s extensive global social media platforms and be visibly integrated into in-arena signage during the high-stakes Emirates NBA Cup Semifinal and Championship games, commencing next season. This high-profile visibility underscores the value Emirates places on strategic partners and their role in enhancing brand recognition and global reach.
Starting with the 2024 NBA All-Star Game, held on Sunday, Feb. 18, the iconic Emirates logo will be featured on all NBA referee jerseys. This unprecedented jersey patch partnership further integrates Emirates into the fabric of the NBA experience, showcasing the airline’s commitment to innovative and impactful partnerships.
His Highness Sheikh Ahmed bin Saeed Al Maktoum, Emirates Group Chairman and Chief Executive, articulated the significance of this partnership, stating, “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.” This statement emphasizes the strategic importance of sports partners of Emirates Airlines in reaching diverse and expansive audiences.
NBA Deputy Commissioner and Chief Operating Officer Mark Tatum echoed this sentiment, highlighting the shared values of both organizations. “Emirates is a world-class airline that shares our commitment to engaging fans around the world in new and creative ways,” said Tatum. “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.” This mutually beneficial relationship exemplifies how partners of Emirates Airlines contribute to mutual growth and expanded global influence.
Emirates’ partnership benefits extend to prominent NBA events, including NBA Crossover, an immersive fan experience at NBA All-Star, where Emirates will be a partner. Furthermore, Emirates will be the presenting partner of the NBA Finals Legacy Project, dedicated to establishing new NBA Cares Live, Learn, or Play Centers in each NBA Finals team market. Virtual in-arena signage and top-of-backboard branding during nationally televised NBA games, starting with the 2024 NBA All-Star Game, will further amplify Emirates’ brand presence. These diverse activations demonstrate the comprehensive nature of partnerships of Emirates Airlines and their commitment to multifaceted engagement.
Engaging NBA fans worldwide is a key objective of this partnership. Emirates will be a partner of select preseason and regular-season NBA Global Games and interactive fan events like “NBA District” and “NBA House.” This global activation strategy showcases how partners of Emirates Airlines are integral to reaching diverse international markets.
NBA enthusiasts will now have access to NBA content on all Emirates flights through the airline’s inflight entertainment system. This includes a range of long-form documentaries, player profiles, and interviews, enhancing the passenger experience and further integrating the NBA brand with Emirates.
For fans looking to take home a piece of the action, the marketing partnership includes the sale of official NBA merchandise, such as basketballs, sportswear, and vintage collectibles, at the official Emirates Store in Dubai and online at www.emirates.store with worldwide delivery. Co-branded collaborations are anticipated later in the year, offering unique and exclusive merchandise. Emirates Skywards members can also leverage their Miles to purchase items from this exciting collection, adding another layer of value to the partnership. This merchandising aspect highlights the diverse ways partners of Emirates Airlines create value and engage with customers.
The Emirates patch will also extend its reach to referee jerseys in the Women’s National Basketball Association (WNBA) starting in the 2025 season, and the NBA G League, the official minor league of the NBA, beginning with the 2024-25 season. This wider integration across different NBA leagues underscores the depth and breadth of the partnership and Emirates’ commitment to supporting basketball at all levels.
The 73rd NBA All-Star Game, hosted at Gainbridge Fieldhouse in Indianapolis, Indiana, will reach fans in 214 countries and territories and be broadcast in 60 languages across television, digital media, and social media, providing a massive global platform for Emirates and its NBA partnership.
Emirates’ dedication to basketball in the region spans almost three decades, fostering connections with passionate fans in the UAE and Lebanon and showcasing top talent. This longstanding involvement demonstrates Emirates’ genuine commitment to the sport, predating this new global partnership.
Emirates’ extensive global sponsorship portfolio includes partnerships with leading sporting clubs, tournaments, and cultural events. The addition of the NBA partnership reinforces Emirates’ strategy to connect with a vast fanbase in the U.S. and worldwide through shared passions like basketball. This aligns with the broader understanding that strategic partners of Emirates Airlines are crucial for global brand building and market penetration.
Currently, Emirates serves 12 U.S. gateways, including major airports such as Boston Logan International Airport (BOS), New York’s John F. Kennedy International Airport (JFK), and Los Angeles International Airport (LAX). This extensive network within the U.S. market positions Emirates to effectively leverage the NBA partnership and further solidify its presence in this key region. The airline’s commitment to expanding its reach through strategic alliances with partners of Emirates Airlines is evident in this significant NBA collaboration.
