Emirates Strikes Historic Deal as Global Airline Partner of NBA, Renames In-Season Tournament
Emirates, the world-renowned airline, has inked a multiyear partnership deal with the National Basketball Association (NBA), solidifying its position as the Official Global Airline Partner of the NBA.
The announcement, made today in New York and Dubai, marks a significant milestone for both entities as they embark on an unprecedented collaboration that promises to elevate the fan experience to new heights.
As part of the partnership, Emirates will assume the title sponsorship of the NBA’s In-Season Tournament, which will now be known as the Emirates NBA Cup.
This renaming underscores Emirates’ commitment to fostering a deeper connection with basketball enthusiasts worldwide while amplifying the tournament’s global appeal.
Furthermore, Emirates has become the first-ever referee jersey patch partner of the NBA, marking a historic moment in the league’s history.
The iconic Emirates logo will adorn the jerseys of NBA referees, starting with the highly anticipated 2024 NBA All-Star Game, set to captivate audiences on February 18th.
His Highness Sheikh Ahmed bin Saeed Al Maktoum, Emirates Group Chairman and Chief Executive, expressed his pride in establishing this groundbreaking partnership, emphasizing the synergies between Emirates and the NBA.
He highlighted the immense popularity of basketball globally and underscored the significance of connecting with fans on a global scale, particularly in the United States, where basketball holds a cherished place in the sporting landscape.
NBA Deputy Commissioner and Chief Operating Officer Mark Tatum echoed Sheikh Ahmed’s sentiments, praising Emirates as a world-class airline that shares the NBA’s commitment to engaging fans through innovative initiatives.
Tatum emphasized basketball’s status as the fastest-growing sport worldwide and expressed confidence in the partnership’s ability to showcase the excitement of the NBA to millions of Emirates passengers annually.
Beyond the Emirates NBA Cup and referee jersey patch partnership, the collaboration will see Emirates’ presence at various marquee NBA events, including NBA Crossover and the NBA Finals Legacy Project.
Additionally, Emirates branding will feature prominently during nationally televised NBA games and interactive fan events, offering fans an immersive basketball experience both on and off the court.
Emirates’ longstanding support for basketball in the region spanning nearly three decades underscores its dedication to fostering a vibrant sporting culture.
With its extensive global sponsorship portfolio, Emirates continues to champion sports, cultural events, and more, further solidifying its position as a global leader in aviation.
This monumental partnership between Emirates and the NBA signifies a new era of collaboration between two global powerhouses, promising to deliver unparalleled experiences for basketball fans worldwide.
