On the very date of 8 February 2024, the famous airline Emirates was announced as the official Global Airline Partner of the National Basketball Association (NBA). The day saw an announcement of a multiyear worldwide marketing collaboration between the two associations. All thanks to this partnership, Emirates will be becoming NBA’s first-ever referee jersey patch partner and title partner of the NBA Cup which had the former name of NBA In-Season Tournament.
Being the inaugural title partner of the Emirates NBA Cup, the international airline will be represented by a co-branded Emirates NBA Cup event logo, with co-branded advertising on the NBA’s international social media networks, and in-arena signage during the Emirates NBA Cup Semifinal and Championship games beginning the following season.
All NBA referee uniforms will also have the Emirates logo, as of Sunday, February 18, at 8:00p.m. ET on TNT, when the 2024 NBA All-Star Game takes place.
The chairman and CEO of Emirates Group, His Highness Sheikh Ahmed bin Saeed Al Maktoum, Emirates Group Chairman and Chief Executive stated, “We are proud to establish a global marketing partnership with the National Basketball Association to become its Official Global Airline Partner”. He added, “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 our country’s sport culture.”
In addition to that, NBA Deputy Commissioner and Chief Operating Officer Mark Tatum also stated, “Emirates is a world-class airline that shares our commitment to engaging fans around the world in new and creative ways.” He also said, “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.”
Emirates will also have the opportunity to participate in other major league events owing to the sponsorship. These events will include NBA Crossover, an immersive fan experience held during NBA All-Star, and as the presenting partner of the NBA Finals Legacy project, which will see new NBA Cares Live, Learn, or Play Centers dedicated in each NBA Finals team market. Starting with the 2024 NBA All-Star Game, Emirates branding will also be displayed during nationally televised NBA games using virtual in-arena signage and on top of the backboard.
It is hoped that Emirates will be able to engage NBA fans globally as a collaborator of select preseason and regular-season NBA Global Games and through the league’s engaging fan events, including “NBA District” and “NBA House.”
Fans will be able to enjoy NBA content on all Emirates flights via the airline’s content on all Emirates flights via the airline’s inflight entertainment system, including long-form documentaries, player profiles, interviews and more.
Icing on the cake is the fact that basketball fans will have the chance to purchase a wide range of official NBA merchandise, including basketballs, sportswear and vintage collectibles, with co-branded collaborations to follow later this year. The merchandise will be sold at the official Emirates Store at Emirates’ Headquarters in Dubai and online at www.emirates.store, which delivers globally. Emirates Skywards members can even redeem Miles to purchase items from the exciting range.
The patch of Emirates will also be showcased on all the jerseys for all the referees in the Women’s Basketball Association (WNBA), starting with the 2025 season, and NBA G league, the official minor league of the NBA, originating with the 2024-25 season.
The 73rd NBA All-Star Game will be held at Gainbridge Fieldhouse in Indianapolis, Indiana and make it to fans in 214 countries and territories in 60 languages on television, digital media and social media.
Emirates has been a constant support to basketball in the region for almost 30 years, helping to connect with avid fans of the famous sport in the UAE and Lebanon, and providing a space for highlighting the best of the best performers.
Emirates’ international partnership portfolio consists of collaborations with top sporting clubs, tournaments, high profile cultural affairs, and others. Emirates’ Emirates’ partnership with NBA will assist the airline’s efforts to get hold of a giant fanbase in the U.S. and globally through a shared affection for the sport of basketball.
Emirates is currently seen offering 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).
Hence, the collaboration between the NBA and Emirates can be symbolized as an extraordinary alliance that shall be the epitome of mesmerizing basketball experience which will do nothing but only enthrall the sports’ fans worldwide. Through the partnership, the two brands are seen demonstrating the power of togetherness by uniting the worlds of sports and aviation.
