Emirates and NBA expand global marketing partnership

NBA Cup Emirates Partnership

Emirates and the National Basketball Association (NBA) today announced a multi-year global marketing partnership that establishes Emirates as the official global airline partner of the NBA. The collaboration also makes Emirates the first title partner of the NBA Cup, previously called the NBA In-Season Tournament, and the first NBA referee jersey partner.

As the first title partner of the Emirates NBA Cup, the global airline will feature a logo associated with the Emirates NBA Cup, with co-promotion across all NBA social media channels and in-arena visuals at all Emirates NBA semi-final and final games Cup from next season.

The Emirates logo will also be featured on all NBA referee jerseys, starting with the 2024 NBA All-Star Game, which will take place on Sunday, February 18th at 20pm ET and will be broadcast on TNT.

The sponsorship will also enable Emirates to be present at other major league events, including as a partner of NBA Crossover – an immersive fan event at NBA All-Star – and presenting partner of the NBA Finals Legacy Project, which showcases the dedication of new NBA Cares Live, Learn or Play Centers in each NBA Finals team market. The Emirates brand will also be visible through virtual visuals in the arena and at the top of the leaderboard during nationwide televised NBA games, starting with the 2024 NBA All-Star Game.

Emirates will engage NBA fans around the world as a match partner for select pre-season and regular-season NBA Global Games and through interactive league fan events including NBA District and NBA House.

Fans will have the opportunity to watch NBA content on all Emirates flights on the airline's in-flight entertainment system, including feature-length documentaries, player profiles, interviews and more.

The marketing partnership will also allow fans to purchase a wide variety of official NBA merchandise, including basketballs, sportswear and vintage collectibles, with co-branded collaborations later this year. The products will be sold at the official Emirates store, at Emirates headquarters in Dubai, and online, which delivers all over the world. Emirates Skywards members can also redeem miles when purchasing items from this incredible range.

The Emirates emblem will also be featured on all Women's National Basketball Association (WNBA) referee jerseys from the 2025 season, and the NBA G League, the NBA's official minor league, from the 2024 season. -25.

The 73rd NBA All-Star Game will take place at Gainbridge Fieldhouse in Indianapolis, Indiana, and will be broadcast in 214 countries and territories in 60 languages ​​across TV channels, digital media and social media.

Emirates has been a sponsor of basketball in the region for almost 30 years, helping to connect avid fans of the popular sport in the UAE and Lebanon and providing a platform to showcase the best stars.

Emirates' global sponsorship portfolio includes partnerships with leading sports clubs, tournaments, high-profile cultural events and more. Emirates' association with the NBA reinforces the airline's work to reach a large number of fans in the United States and around the world who share a passion for basketball.

Emirates currently offers services to 12 destinations in the United States, which are: Boston Logan International Airport (BOS), New York John F. Kennedy International Airport (JFK), Los Angeles International Airport (LAX), George Bush Intercontinental Airport Houston (IAH), Chicago O'Hare International Airport (ORD), Washington DC 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).


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Gabriel Benevides

Author Gabriel Benevides

Editor Passionate about airplanes and photography, I'm always looking for curiosities in the world of aviation. Contact: [email protected]

Categories: Airlines, News

Tags: Airlines, Emirates, title