Aiming to support the airline’s efforts to reach a huge fanbase in the U.S. and worldwide through the passion for basketball
Emirates, one of the world’s largest international airlines, has announced a multiyear global marketing partnership with the National Basketball Association (NBA), the premier professional basketball league in the world. The partnership will make Emirates the Official Global Airline Partner of the NBA, the inaugural title partner of the NBA Cup, and the NBA’s first-ever referee jersey patch partner.
The NBA Cup
The NBA In-Season Tournament now named the NBA Cup, is a new competition that will feature 30 teams playing for a chance to win a trophy and a share of $500k in prize money. As the first title partner of the Emirates NBA Cup, 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.
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The Emirates logo will be on all NBA referee jerseys, starting with the 2024 NBA All-Star Game taking place on Sunday, 18 February at 8:00 p.m. ET on TNT. This marks the first time that the NBA has partnered with a brand to display its logo on the referee jerseys.
The partnership will also allow Emirates to enjoy a presence at other marquee league events, such as NBA Crossover, an immersive fan event at NBA All-Star, and the NBA Finals Legacy Project, which features the dedication of new NBA Cares Live, Learn, or Play Centers in each NBA Finals team market.
Partnership Remarks
His Highness Sheikh Ahmed bin Saeed Al Maktoum, Emirates Group Chairman and Chief Executive, said: “We are proud to establish a global marketing partnership with the National Basketball Association to become its Official Global Airline Partner. 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 the country’s sports culture.”
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.”
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The National Basketball Association
Undoubtedly the NBA is one of the most popular and widely followed sports leagues in the world, with more than 2 billion fans globally. It features 30 teams in the U.S. and Canada and has established a major international presence with games and programming available in 214 countries and territories in more than 50 languages.
Emirates’ association with the NBA will support the airline’s efforts to reach a huge fanbase in the U.S. and worldwide through a shared passion for basketball. Emirates currently serves 12 destinations in the U.S. and operates a fleet of over 250 wide-bodied aircraft, connecting travelers to over 150 destinations across six continents.
