National Basketball Association teams up with Emirates

The National Basketball Association (NBA) has announced a multi-year global marketing partnership agreement with Emirates, which comes on board as the Official Global Airline Partner of the league.

The UAE flag carrier will also take on the role of the first-ever Title Partner of the NBA Cup, while also becoming the inaugural referee jersey patch partner of the league. 

Emirates will have visibility through co-branded (Emirates) NBA Cup events, with co-branded promotions also planned for the league’s global social media community, and in-arena signage throughout the Cup’s semi-final and Championship games starting next season.

Emirates will also have its logo featured on the NBA referee jerseys, also gaining branding presence at marquee league events. 

Sheikh Ahmed bin Saeed Al Maktoum, Chairman and Chief Executive, Emirates Group, commented:

“We are proud to establish a global marketing partnership with the National Basketball Association 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 fanbase, including in the U.S., where the game is an integral part of the country’s sport culture.“

Mark Tatum, Deputy Commissioner and Chief Operating Officer, NBA, said:

“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.“