Emirates Becomes Global Airline Partner of the NBA

Isiah Thomas, NBA Legend, with the NBA Championship Trophy (Larry O’Brien Trophy). Photo source: Emirates

Emirates has been named the Official Global Airline Partner of the National Basketball Association (NBA), according to a multiyear global marketing partnership announced recently between the two parties.

With this collaboration, Emirates, which currently offers services to 12 U.S. gateways, aims to reach a huge fanbase in the U.S. and worldwide through a shared passion for basketball.

The airline also became the inaugural title partner of the NBA Cup as well as the first-ever referee jersey patch partner of the NBA.

“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 sports culture,” said Sheikh Ahmed bin Saeed Al Maktoum, Emirates Group Chairman and Chief Executive.

At the partnership announcement event in Dubai is, from left to right, Mark Tatum, NBA Deputy Commissioner and Chief Operating Officer; Boutros Boutros, Emirates’ Divisional Senior Vice President – Corporate Communications, Marketing and Brand; Isiah Thomas, NBA Legend; and an Emirates crew modelling the referee jersey. Photo source: Emirates

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.

“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.

Since February 18, the Emirates logo has been featured on all NBA referee jerseys. It will also be featured on the jerseys of all referees in the Women’s National Basketball Association (WNBA), beginning with the 2025 season, and the NBA G League, the official minor league of the NBA, beginning with the 2024–25 season.

“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,” Tatum added.

At the partnership announcement is, from left to right, Isiah Thomas, NBA Legend; Mark Tatum, NBA Deputy Commissioner and Chief Operating Officer; His Highness Sheikh Ahmed bin Saeed Al Maktoum, Emirates Group Chairman and Chief Executive; and Sir Tim Clark, President Emirates Airline. Also shown is an Emirates crew modelling the referee jersey. Photo source: Emirates

The sponsorship also allows Emirates to present at other marquee league events and as the presenting partner of the NBA Finals Legacy Project.

Basketball fans can purchase a wide range of official NBA merchandise, including basketballs, sportswear, and vintage collectibles, with co-branded collaborations to follow later this year. Also, they have the opportunity to watch NBA content on all Emirates flights via the airline’s inflight entertainment system, including long-form documentaries, player profiles, interviews, and more.