Emirates named Global Airline Partner of the NBA

Emirates named Global Airline Partner of the NBA

Emirates becomes National Basketball Association's first-ever referee jersey patch partner

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

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.

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 patch will also be featured on all NBA referee jerseys, starting with the 2024 NBA All-Star Game taking place on 18 February 2024, as well as on the jerseys for all referees in the Women’s National Basketball Association (WNBA), beginning with the 2025 season, and NBA G League, the official minor league of the NBA, beginning with the 2024-25 season.

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Emirates Group chairman and chief executive His Highness Sheikh Ahmed bin Saeed Al Maktoum said: “We're 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're excited to work with one of the most globally recognised and prestigious professional leagues.”

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

The marketing partnership will also allow basketball fans to purchase a wide range of official NBA merchandise at the Emirates Store at Emirates’ Headquarters in Dubai and online at, which delivers worldwide, and Emirates Skywards members can use miles to purchase items.

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