Emirates-NBA to move forward leaps and bounds


NBA partners with Emirates Airline Image: Emirates Airline

Emirates and the National Basketball Association (NBA) announced on February 8th a multiyear global marketing partnership naming Emirates the Official Global Airline Partner of the NBA.

‘Emirates Airline’ stated that the collaboration also makes Emirates the inaugural title partner of the NBA Cup, previously named the NBA In-Season Tournament, as well as the first-ever referee jersey patch partner of the NBA.

Emirates are one of two flag carriers of the United Arab Emirates (UAE). Based in Garhoud, Dubai, the airline is a subsidiary of The Emirates Group, which is owned by the Government of Dubai’s Investment Corporation of Dubai.

The Emirates Group is a State-owned Dubai-based international aviation holding company headquartered in Garhoud, Dubai, United Arab Emirates, near the Dubai International Airport.

Dubai (UAE)-based the Investment Corporation of Dubai is the principal investment arm of the Government of Dubai focused on strengthening Dubai’s economy through long-term value and wealth creation and investing in global opportunities.

New York (US)-based the National Basketball Association (NBA) is a professional basketball league in North America composed of 30 teams. It is one of the major professional sports leagues in the United States and Canada and is considered the premier professional basketball league in the world.

The NBA Cup is a National Basketball Association (NBA) tournament that occurs during the regular season. The tournament was officially announced on July 8th, 2023, and it debuted during the 2023-2024 NBA season. The first edition of the event was called the In-Season Tournament.

‘Emirates Airline’ further stated that 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.

The Emirates logo will also be featured on all NBA referee jerseys, starting with the 2024 NBA All-Star Game taking place on February 18th at 8.00 pm ET on TNT.

Said His Highness Sheikh Ahmed bin Saeed Al Maktoum, Emirates Group Chairman and Chief Executive, “We are proud to establish a global marketing partnership with the National Basketball Association (NBA) 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 fan base, including in the United States, where the game is an integral part of the country’s sport culture.”

Maintained Mark Tatum, NBA Deputy Commissioner and Chief Operating Officer (COO), “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.”

The sponsorship will also allow Emirates to enjoy a presence at other marquee league events, including as a partner of NBA Crossover – an immersive fan event at NBA All-Star – and as the presenting partner of the NBA Finals Legacy Project, which features the dedication of new NBA Cares Live, Learn, or Play Centers in each NBA Finals team market. Emirates branding will also be visible through virtual in-arena signage and on top of the backboard during nationally televised NBA games, beginning with the 2024 NBA All-Star Game.

The NBA Crossover is an interactive fan event that showcases the intersection of pop culture and the NBA. It features over 350,000 sq ft of basketball and interactive experiences, player appearances, live performances, and activations focused on art, music, fashion, technology, and entertainment.

The National Basketball Association (NBA) All-Star Game is a basketball exhibition game hosted every February by the National Basketball Association and showcases 24 of the league’s star players. It is the featured event of the NBA All-Star Weekend, a three-day event which goes from Friday to Sunday.

Emirates will engage NBA fans around the world as a partner of select preseason and regular-season NBA Global Games and through the league’s interactive fan events, including ‘NBA District’ and ‘NBA House’.

Fans will have the opportunity to watch NBA content on all Emirates flights via the airline’s inflight entertainment system, including long-form documentaries, player profiles, interviews, and more.

The marketing partnership will also allow basketball fans to purchase a wide range of official NBA merchandise, including basketballs, sportswear and vintage collectibles, with co-branded collaborations to follow later this year. The merchandise will be sold at the official Emirates Store at Emirates’ Headquarters in Dubai and online at https://www.emirates.store/, which delivers worldwide. The Emirates Skywards members can also redeem Miles to purchase items from the exciting range.

Emirates’ patch will also be featured on the jerseys for all referees in the Women’s National Basketball Association (WNBA), beginning with the 2025 season, and the NBA G League, the official minor league of the NBA, beginning with the 2024-2025 seasons.

New York (US)-based the Women’s National Basketball Association (WNBA) is a women’s professional basketball league composed of 12 teams, all based in the United States. The league was founded on April 22nd, 1996, as the women’s counterpart to the National Basketball Association, and league play started in 1997.

The 73rd NBA All-Star Game will take place at the 18,000-capacity Gainbridge Fieldhouse in Indianapolis, Indiana (US) on February 18th and will reach fans in 214 countries and territories in 60 languages on television, digital media and social media.

The Emirates has been a longstanding supporter of basketball in the region for almost 30 years, helping to connect with avid fans of the popular sport in the UAE and Lebanon, and providing a platform to highlight the best and brightest stars.

The Emirates’ global sponsorship portfolio includes partnerships with the top sporting clubs, tournaments, high-profile cultural events, and more. Emirates’ association with NBA will support the airline’s efforts to reach a huge fan base in the United States and worldwide through a shared passion for the sport of basketball.

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