Emirates signs global marketing partnership with NBA

Another day, another sports sponsorship for the national carrier

Credit: NBA

Emirates has signed a global marketing partnership with the National Basketball Association (NBA)

The airline’s multiyear deal means Emirates is now the Official Global Airline Partner of the NBA.

The collaboration also makes Emirates the inaugural title partner of the NBA Cup, previously named the NBA In-Season Tournament, as well as the first-ever referee jersey patch partner of the NBA.

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 Emirates NBA Cup Semifinal and Championship games starting next season.

The Emirates logo will also be featured on all NBA referee jerseys, starting with the 2024 NBA All-Star Game taking place on Sunday, 18 February.

His Highness Sheikh Ahmed bin Saeed Al Maktoum, Emirates Group Chairman and Chief Executive, said: “With basketball’s popularity around the world, we are excited to work with one of the most globally recognised and prestigious professional leagues.

Global fanbase

“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.”

NBA Deputy Commissioner and Chief Operating Officer Mark Tatum added: “As basketball continues to be recognised 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 sponsorship 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.

Fans will also have the opportunity to watch NBA content on all Emirates flights via the airline’s inflight entertainment system, including long-form documentaries, player profiles and interviews.

The marketing partnership will also allow basketball fans 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 worldwide.  Emirates Skywards members can also redeem Miles to purchase items from the exciting range.

Emirates has been a long-standing supporter of basketball in the region for almost 30 years, helping to connect with avid fans of the popular sport in the UAE and Lebanon, and providing a platform to highlight the best and brightest stars.

Emirates’ global sponsorship portfolio includes partnerships with top football clubs including Arsenal and Real Madrid.