Emirates announces partnership with NBA, including title sponsorship

Emirates has signed a multiyear sponsorship deal with the National Basketball Association (NBA), which will see the airline become the title sponsor of the league’s in-season tournament, previously known as the NBA in-season tournament.

The airline said the NBA in-season tournament will be renamed the Emirates NBA Cup as part of the agreement.

“This collaboration will see Emirates become the league’s first referee jersey patch partner and the inaugural title partner of the NBA Cup,” said Sheikh Ahmed bin Saeed Al Maktoum, Emirates Group’s chairman and chief executive.

“With basketball’s popularity around the world, we are excited to work with one of the most globally recognized and prestigious professional leagues.”

The global partnership deal also includes the first-ever referee jersey patch partner of the NBA, starting with the 2024 NBA All-Star Game taking place on Sunday, 18 February.

Emirates will be part of marquee league events such as NBA Crossover and the NBA Finals Legacy Project, which brings educational investment in the team markets of the teams that play in the title series each year.

The airline will also get branding through virtual in-arena signage and atop backboard during nationally televised NBA games.

“The global airline will be featured 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 league’s semifinal and championship games,” the airline said in a statement.

Emirates expands sports partnership deals

Emirates has a long history of global sports partnerships, including ones at soccer, tennis, golf, rugby, horse racing and other events. Football remains one of the most celebrated sports within the airline’s sponsorship portfolio.

The airline has been a global partner of Real Madrid since 2011 and has deals with AC Milan and Arsenal, Benfica SL, and Olympique Lyonnaise. It has been also a presenting sponsor of tennis’ US Open and the Australian Open.

Emirates has been a longstanding supporter of basketball in the Middle East region for almost 30 years, helping to connect with avid fans of the popular sport in the UAE and Lebanon. The carrier said its branding will be visible through virtual in-arena signage and on top of the backboard during nationally televised NBA games, beginning with the 2024 NBA All-Star Game.

The airline also will offer inflight NBA content on all flights, including long-form documentaries, player profiles and interviews.

Read: Emirates signs deal to sponsor King Salman Cup 2023