Emirates Airline and the National Basketball Association (NBA) announced on Thursday that they have signed a multi-year global marketing partnership agreement, making Emirates the official partner of the league, as well as the naming partner for the inaugural league cup competition previously known as the "In-Season Tournament," and the first-ever partner for the referees' jerseys in the NBA.
An Emirates official told the Emirates News Agency (WAM) at the sponsorship announcement that the airline's sponsorship budget exceeds one billion dirhams annually, which is about 1% of its revenue, while the overall marketing budget reaches approximately 3 to 4% of annual revenue.
As the naming partner, the competition will be called the "Emirates NBA League Cup," and the airline's logo will appear on the branding for the new cup, along with the promotion of the joint brand across the NBA’s global social media platforms and signage inside arenas during the Emirates NBA League Cup semifinals and championship games starting next season.
Emirates' logo will also be displayed on the jerseys of NBA referees beginning with the "2024 All-Star Game," scheduled for Sunday, February 18. This sponsorship will also enhance Emirates' presence at other league events, as it will be a partner in the "NBA Crossover," an interactive fan event at the All-Star Game, and a presenting partner of the "NBA Finals Legacy" project, which includes commitments to new "NBA Cares Live, Learn, or Play" centers in every market where there is an NBA Finals team. Emirates' brand will also be showcased through virtual signage within arenas and on the backboard during nationally televised NBA games starting from the "2024 All-Star Game."
The 73rd All-Star Game is set to take place at Gainbridge Fieldhouse in Indianapolis, Indiana, and will be broadcast to audiences in 214 countries and regions in 60 languages, through television screens, digital platforms, and social media.
Emirates' logo will also appear on the jerseys of all referees in the Women's National Basketball Association (WNBA) starting in the 2025 season, and in the NBA G League starting from the 2024-2025 season.
Emirates will engage with NBA fans worldwide as a partner 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." Fans will also enjoy NBA content on all Emirates flights through its inflight information and entertainment system "ice," featuring long documentaries, player information, exclusive interviews, and more.
The partnership will allow basketball enthusiasts to purchase a wide array of official NBA products, such as basketballs, sports apparel, and vintage memorabilia, with some collaborative branded merchandise launching later this year and sold at Emirates' official store in its headquarters in Dubai and online for global delivery. Emirates Skywards members will also have the option to use their miles to purchase items from this collection.
Emirates' connection with the NBA is expected to support the airline's efforts to reach a massive fan base in the United States and worldwide through a shared passion for basketball. Currently, Emirates serves 12 destinations in the United States, including Boston Logan International Airport, John F. Kennedy International Airport in New York, Los Angeles International Airport, George Bush Intercontinental Airport in Houston, Chicago O'Hare International Airport, Washington Dulles International Airport, Seattle-Tacoma, Newark Liberty International Airport, Dallas Fort Worth Airport, San Francisco International Airport, Miami International Airport, and Orlando International Airport.
