Emirates, a globally recognized leader in aviation, and the National Basketball Association (NBA) have officially announced a groundbreaking multiyear global marketing partnership, solidifying Emirates as the Official Global Airline Partner of the NBA. This collaboration represents a significant milestone for both organizations, promising to elevate fan engagement and brand visibility on a global scale. This strategic alliance not only names Emirates as the title partner of the newly branded Emirates NBA Cup but also marks a historic moment as Emirates becomes the first-ever referee jersey patch partner in the history of the NBA. For those looking to Fly Emirates Partners, this partnership showcases the airline’s commitment to connecting with a global audience through the passion of basketball.
As the inaugural title partner of the Emirates NBA Cup, previously known as the NBA In-Season Tournament, Emirates will gain prominent brand exposure through a co-designed Emirates NBA Cup event logo. This logo will be central to extensive co-branded promotional activities across the NBA’s expansive global social media network and prominently featured on in-arena signage during the highly anticipated Emirates NBA Cup Semifinal and Championship games, set to commence next season. This title sponsorship underscores the deep integration of fly emirates partners with the spirit and excitement of NBA competition.
Starting with the 2024 NBA All-Star Game on Sunday, Feb. 18, the iconic Emirates logo will be proudly displayed on all NBA referee jerseys. This unprecedented jersey patch partnership further integrates the Emirates brand into the very fabric of the game, ensuring visibility during every NBA game broadcast and highlight.
His Highness Sheikh Ahmed bin Saeed Al Maktoum, Emirates Group Chairman and Chief Executive, expressed his enthusiasm for the partnership: “We are proud to embark on this global marketing partnership with the National Basketball Association, becoming its Official Global Airline Partner. This collaboration will also see Emirates achieve another first as the league’s inaugural referee jersey patch partner and the title partner of the Emirates NBA Cup. Basketball’s widespread appeal makes the NBA an ideal partner, and we are excited to align with one of the most prestigious and globally recognized professional sports leagues. The NBA is a valuable addition to Emirates’ sponsorship portfolio, enabling us to connect with a vast global fanbase, particularly in the U.S., where basketball is deeply ingrained in the nation’s sporting culture.” This statement emphasizes the strategic importance of fly emirates partners in reaching new markets and demographics.
NBA Deputy Commissioner and Chief Operating Officer Mark Tatum highlighted the shared values and global vision of both organizations: “Emirates is a world-class airline that mirrors our dedication to engaging fans worldwide in innovative and meaningful ways. As basketball’s global popularity continues its rapid ascent, this collaboration will showcase the NBA’s excitement to millions who choose to fly emirates partners each year.”
Expanding Emirates’ Presence Across Key NBA Events
The sponsorship agreement extends Emirates’ brand presence to other significant league events, including NBA Crossover, an immersive fan experience at NBA All-Star, where Emirates will be a partner. Furthermore, Emirates will serve as the presenting partner of the NBA Finals Legacy Project. This impactful initiative involves the dedication of new NBA Cares Live, Learn, or Play Centers within each NBA Finals team market, demonstrating a commitment to community engagement and social responsibility. Virtual in-arena signage and prime placement on top of the backboard during nationally televised NBA games, starting with the 2024 NBA All-Star Game, will further amplify Emirates branding.
Emirates is set to actively engage NBA fans globally through partnerships with select preseason and regular-season NBA Global Games. The airline will also be integrated into the league’s interactive fan events, such as “NBA District” and “NBA House,” creating direct touchpoints with basketball enthusiasts worldwide. These initiatives are designed to make fly emirates partners synonymous with premier NBA experiences.
Inflight NBA Entertainment and Merchandise Opportunities
NBA fans traveling with Emirates will now have access to a rich selection of NBA content through the airline’s inflight entertainment system. This includes a variety of long-form documentaries, in-depth player profiles, exclusive interviews, and more, ensuring that passengers can stay connected with the NBA world even at 30,000 feet.
Basketball enthusiasts will also have the opportunity to purchase official NBA merchandise, including basketballs, sportswear, and vintage collectibles, through the official Emirates Store at Emirates Headquarters in Dubai and online at www.emirates.store with worldwide delivery. Co-branded merchandise collaborations are anticipated later in the year, further enhancing the synergy between fly emirates partners and the NBA brand. Emirates Skywards members can also leverage their Miles to acquire items from this exciting NBA merchandise range.
Expanding the partnership beyond the NBA, the Emirates patch will also be featured on jerseys for all referees in the Women’s National Basketball Association (WNBA) starting from the 2025 season, and the NBA G League, the official minor league of the NBA, beginning with the 2024-25 season. This comprehensive approach underscores Emirates’ commitment to supporting basketball at all levels.
The 73rd NBA All-Star Game in Indianapolis, Indiana, will serve as a global stage for the partnership, reaching fans in 214 countries and territories in 60 languages across television, digital media, and social media platforms. This vast reach highlights the global impact of fly emirates partners and the NBA.
Emirates has a strong history of supporting basketball in the Middle East region for nearly three decades, fostering connections with passionate fans in the UAE and Lebanon and providing a platform to showcase top basketball talent. This new global partnership with the NBA builds upon this legacy, amplifying Emirates’ reach within the sport.
Emirates’ extensive global sponsorship portfolio includes collaborations with leading sports clubs, prestigious tournaments, and high-profile cultural events. The partnership with the NBA is a strategic move to further engage with a massive fanbase in the U.S. and across the globe, leveraging the shared passion for basketball. For travelers and sports fans alike, choosing to fly emirates partners now means aligning with an airline deeply invested in the global sports community.
Emirates currently serves 12 U.S. gateways, including major airports such as Boston Logan International Airport (BOS), New York’s John F. Kennedy International Airport (JFK), Los Angeles International Airport (LAX), and many others, making it easier than ever for fans to connect with the NBA and experience the world with Emirates. This expansive network further reinforces the global reach and accessibility of fly emirates partners.
