Emirates partners with NBA for global sports collaboration.

Emirates becomes NBA's global airline partner, featuring logos on referee jerseys and launching the Emirates NBA Cup.

Emirates has become the official global airline partner of the NBA, marking a significant collaboration. This partnership includes the Emirates logo being featured on all NBA referees' jerseys, starting with the NBA All-Star Game on February 18. Additionally, the NBA's in-season tournament has been renamed the Emirates NBA Cup. Emirates branding will also appear on virtual in-arena signage and atop backboards during nationally televised games, starting with the All-Star event.

The agreement extends to Emirates' inflight entertainment offerings, which will now feature NBA content such as player profiles and documentaries. This move adds the NBA to Emirates' extensive list of sports partnerships, which already includes major soccer clubs like AC Milan, Arsenal, and Real Madrid, the ATP and WTA tennis tours, golf tournaments on the DP World Tour, and the Dubai World Cup in horse racing.

Sheikh Ahmed bin Saeed Al Maktoum, Emirates Group chairman and CEO, expressed enthusiasm about joining forces with the NBA, highlighting basketball's global appeal and the opportunity to engage with a broad international fanbase, particularly in the U.S., where basketball is deeply rooted in the sporting landscape.