Dubai Career Diary

In a groundbreaking move, Emirates Airlines has joined forces with the National Basketball Association (NBA) in a comprehensive global marketing partnership, soaring to new heights as the Official Global Airline Partner of the NBA. This partnership signifies a pivotal moment for both Emirates and the NBA, intertwining the global allure of basketball with the premier experience of Emirates Airlines.

At the heart of this partnership is the NBA’s vibrant transformation of its In-Season Tournament, henceforth known as the Emirates NBA Cup. This collaboration not only rebrands the tournament with a fresh, co-branded identity but also marks Emirates’ unique involvement in sports with remarkable visibility. Fans of the sport can anticipate an immersive blend of basketball excitement and Emirates’ global outreach through social media campaigns, in-arena branding, and special promotions during the seminal and championship rounds of the Emirates NBA Cup starting next season.

Adding an unprecedented flair to the collaboration, the iconic Emirates logo will grace NBA referee jerseys, starting with the highly anticipated 2024 NBA All-Star Game. This initiative marks the first time an airline has been featured so prominently within the game, showcasing the strength of this partnership and the growing global footprint of the NBA.

Expressing enthusiasm for the partnership, Sheikh Ahmed bin Saeed Al Maktoum, Chairman and CEO of Emirates Group, highlighted the strategic alignment with the NBA’s global stature. This association not only underscores Emirates’ commitment to connecting with diverse global audiences but also celebrates the shared passion for excellence and innovation between Emirates and the NBA.

The NBA’s Deputy Commissioner and COO, Mark Tatum, echoed this sentiment, recognizing Emirates as a pivotal partner in amplifying the NBA’s global reach. As basketball’s prominence continues to surge worldwide, this partnership is poised to create unique engagement opportunities and introduce the thrills of NBA basketball to Emirates’ extensive global passenger base.

Beyond the Emirates NBA Cup, this wide-ranging partnership extends to several marquee NBA events. This includes Emirates’ role in NBA Crossover events at NBA All-Star weekends and as the presenting partner of the NBA Finals Legacy Project. Moreover, Emirates will feature prominently in virtual in-arena branding and on the top of backboards during nationally televised games, strengthening the brand’s visibility among millions of NBA fans.

Basketball enthusiasts flying with Emirates will enjoy exclusive NBA content onboard, from documentaries to player profiles, enhancing the flight experience with engaging sports entertainment. Additionally, official NBA merchandise will soon be available for purchase, with special co-branded collaborations in the pipeline, further solidifying the connection between the airline and the league.

Notably, this partnership also encompasses the inclusion of Emirates branding on referees’ jerseys in the Women’s NBA from the 2025 season and the NBA G League from the 2024-25 season. As the NBA continues to inspire fans globally across 214 countries and territories, this partnership stands as a testament to the unifying power of sports and travel.

Long a supporter of basketball in the Middle East, Emirates’ commitment to the sport is unwavering. Partnering with the NBA propels this dedication onto a global stage, leveraging a shared passion for basketball to enrich the travel and sports experience for fans worldwide. With a robust presence in the U.S. – spanning twelve gateways – Emirates is set to connect American basketball enthusiasts with the excitement of the game, no matter where they are in the world.