Emirates becomes official airline partner of NBA

Dubai-based airline Emirates has entered into a multiyear global marketing partnership with the National Basketball Association (NBA), marking a significant development in sports sponsorship.

Handout photo from Emirates.

This partnership sees Emirates becoming the Official Global Airline Partner of the NBA, a first for the league. Additionally, Emirates will be the title partner of the NBA Cup, previously known as the NBA In-Season Tournament.

The agreement includes the Emirates logo being featured on all NBA referee jerseys, starting with the 2024 NBA All-Star Game. The airline will also be promoted through a co-branded Emirates NBA Cup event logo, with co-branded promotion planned across the NBA’s global social media community and in-arena signage throughout the Emirates NBA Cup Semifinal and Championship games starting next season.

His Highness Sheikh Ahmed bin Saeed Al Maktoum, Emirates Group Chairman and Chief Executive, expressed his enthusiasm about the partnership, stating: 

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.

Echoing these sentiments, 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 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.

The partnership 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.

This partnership is a significant milestone for both Emirates and the NBA, promising to bring the excitement of basketball to a global audience while offering a new platform for Emirates to engage with its customers.