Emirates Airlines and the National Basketball Association (NBA) announced today the signing of a multi-year global marketing partnership agreement, making Emirates the official global airline partner of the league, as well as the "title partner" of the first-ever NBA cup competition, previously known as the "In-Season Tournament." Emirates has also become the first-ever partner for the jerseys of NBA referees.
As the title partner, the competition will be named "Emirates Cup of the NBA," and the airline's logo and name will feature prominently in the branding of this new tournament. There will be joint branding promotion across the NBA's global social media platforms, as well as signage in arenas during the semifinals of the Emirates Cup and the championship games starting from the next season.
Emirates' logo will also appear on the uniforms of NBA referees starting from the 2024 All Star Game, which will take place on Sunday, February 18. This sponsorship will give Emirates visibility at other league events, including participating as a partner in the NBA Crossover, an interactive fan event during the All Star Game, and as a presenting partner for the NBA Finals Legacy project, which includes commitments for new NBA Cares Live, Learn, or Play centers in each NBA Finals market.
The Emirates brand will also be highlighted through virtual signage within the arena and above the backboard during nationally televised NBA games, starting from the 2024 All Star Game. The 73rd All Star Game is scheduled to take place at Gainbridge Fieldhouse in Indianapolis, Indiana, and will be broadcast to audiences in 214 countries and regions in 60 languages across television, digital platforms, and social media.
Additionally, Emirates' logo will appear on the jersey of all referees in the Women’s National Basketball Association (WNBA) starting in the 2025 season, and in the NBA G League beginning in the 2024-2025 season. Emirates will engage with the NBA audience globally in selected international NBA games before and during the season, as well as through the league's interactive fan events, including NBA District and NBA House.
