Emirates and NBA announced a multiyear global marketing partnership naming Emirates the Official Global Airline Partner of the NBA

Emirates became the Official worldwide Airline Partner of the National Basketball Association (NBA) on Thursday as the two organisations launched a multiyear worldwide marketing collaboration. Along with being the first-ever referee jersey patch partner of the NBA, Emirates will also become the first title partner of the NBA Cup, formerly known as the NBA In-Season Tournament.

Being the inaugural title partner of the Emirates NBA Cup, the international airline will be represented by a co-branded event logo, co-branded advertising on the NBA's international social media networks, and in-arena signage during the Emirates NBA Cup Semifinal and Championship games beginning the following season.

All NBA referee uniforms will also have the Emirates logo, as on Sunday, February 18, when the 2024 NBA All-Star Game is played.

Emirates will also be able to participate in other major league events thanks to the sponsorship. These events will include NBA Crossover, an immersive fan experience held during NBA All-Star, and the NBA Finals Legacy Project, which will see new NBA Cares Live, Learn, or Play Centres dedicated in each NBA Finals team market. Starting with the 2024 NBA All-Star Game, Emirates branding will also be shown during nationally broadcast NBA games using virtual in-arena signage and on top of the backboard.

As a partner of a few NBA Global Games throughout the preseason and regular season, as well as through the league's interactive fan events like "NBA District" and "NBA House," Emirates aims to communicate with NBA fans worldwide.

Through the airline's in-flight entertainment system, fans will be able to see NBA content on all Emirates flights, including player biographies, interviews, long-form documentaries, and more.

Basketball enthusiasts will be able to acquire an extensive selection of authentic NBA items, including as basketballs, clothing, and vintage collectibles, thanks to the marketing relationship. Later this year, co-branded partnerships will be announced.