The US National Basketball Association (NBA) and Emirates have unveiled a multi-year global marketing partnership. As part of the agreement, Emirates has been named the Official Global Airline Partner of the NBA, a first for the league.

In addition to this, Emirates will also become the inaugural title partner of the NBA Cup, previously known as the NBA In-Season Tournament. The airline will also make history as the first-ever referee jersey patch partner of the NBA. Starting from the 2024 NBA All-Star Game, the Emirates logo will be prominently featured on all NBA referee jerseys.

The partnership will extend to 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.

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.

"We are proud to establish a global marketing partnership with the National Basketball Association to become its Official Global Airline Partner,” said His Highness Sheikh Ahmed bin Saeed AlMaktoum, Emirates Group Chairman and Chief Executive. “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.”

NBA content will be available on all Emirates flights via the airline’s inflight entertainment system. Official NBA merchandise will also be sold at the official Emirates Store at Emirates’ Headquarters in Dubai and online at www.emirates.store.

"Emirates is a world-class airline that shares our commitment to engaging fans around the world in new and creative ways,” said NBA Deputy Commissioner and Chief Operating Officer Mark Tatum. “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.”

Emirates’ patch will also be featured on the jerseys for all referees in the Women’s National Basketball Association (WNBA), starting with the 2025 season, and NBA G League, the official minor league of the NBA, beginning with the 2024-25 season.

Emirates has been a long-standing supporter of basketball in the region for almost 30 years. The airline currently offers services to 12 U.S. gateways.