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Emirates Airline and the National Basketball Association (NBA) have announced a multiyear global marketing alliance, marking Emirates as the NBA’s Official Global Airline Partner, as reported by Wego.

As part of this collaboration, Emirates will take on the inaugural title sponsorship of the NBA Cup, previously known as the NBA In-Season Tournament, and will become the NBA’s premier referee jersey patch partner. The partnership will be highlighted through various channels, including a co-branded Emirates NBA Cup event logo, promotions across the NBA’s extensive social media network, and significant in-arena signage during the Emirates NBA Cup Semifinal and Championship games, starting from the next season.


This collaboration is set to provide an enriching experience for both travelers and NBA enthusiasts. Emirates plans to engage NBA fans worldwide by participating in select preseason and regular-season NBA Global Games, as well as taking part in the league’s interactive fan events such as “NBA District” and “NBA House.” Moreover, fans will be able to enjoy NBA content during their Emirates flights via the airline’s inflight entertainment system, which will feature a variety of long-form documentaries, player profiles, interviews, and more.

Basketball aficionados will also have the opportunity to acquire a diverse selection of official NBA merchandise, including basketballs, sportswear, and vintage collectibles, with co-branded offerings set to debut later this year. This merchandise will be conveniently available at the official Emirates Store at Emirates’ Headquarters in Dubai and online, catering to a global audience. Emirates Skywards members can further enhance their experience by redeeming Miles for items from this captivating range, allowing travelers to carry a piece of their beloved sport wherever their journey takes them.

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