Emirates will become the Official Global Airline Partner of the National Basketball Association (NBA). The multi-year partnership also involves Emirates being the Title Partner of the NBA Cup and the league's referee jersey patch partner. The Emirates NBA Cup occurred from November 3 to December 9 for the 2023-24 season under its previous name, the NBA In-Season Tournament.

What Is Included in the NBA-Emirates Partnership

Emirates branding will appear prominently in the Emirates NBA Cup starting in the 2024-25 season. This branding includes a co-branded Emirates NBA Cup logo, promotions across the NBA's social media channels, and the Emirates logo in stadiums hosting championship games. The airline's logo will appear on referee jerseys starting with the 2024 NBA All-Star game on February 18 in Indianapolis. For the 2023-24 season, Emirates branding will appear on in-arena signage and on top of the backboard during regular season games starting on February 22.

His Highness Sheikh Ahmed bin Saeed Al Maktoum, Emirates' CEO and Chairman, said about the partnership:

"We are proud to establish a global marketing partnership with the National Basketball Association to become its Official Global Airline Partner. This collaboration will also see Emirates become the league's first referee jersey patch partner and the inaugural title partner of the NBA Cup. 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."

The Emirates-NBA partnership also includes other NBA events. Emirates will sponsor the NBA Crossover and the NBA Finals Legacy Project. These events aim to enhance the fan experience at the NBA All-Star Game and improve local communities in cities hosting the NBA Finals, respectively. The NBA will release official merchandise with Emirates branding later this year, and Emirates Skywards members can redeem Miles to purchase these items. 

Emirates’ Commitment to Growing Basketball Internationally

Basketball fans will benefit from Emirates sponsoring the NBA through the airline's commitment to engaging with sports fans worldwide. Fans outside the U.S. and Canada will see Emirates as a partner for select NBA Global Games. Over the years, NBA teams have played games in countries across Asia, Europe, Latin America, and the Middle East. The international games for the 2023 preseason occurred in Abu Dhabi, while the 2023-24 regular season matches were in Mexico City and Paris. Through nonstop flights to over 80 countries, Emirates' global presence can help expand the NBA's international fanbase. 

Emirates will add NBA content to its ice in-flight entertainment system for fans to watch during their flights. Women's and minor league basketball fans will also benefit from the Emirates-NBA partnership: the carrier's logo will appear on referee jerseys in the Women's National Basketball Association (WNBA) and the NBA G League. Emirates supports basketball in the Middle East and North Africa by sponsoring teams in Lebanon, Tunisia, and the United Arab Emirates (UAE).

Other Airlines Sponsoring NBA Teams

Emirates views the NBA as an effective way to attract U.S. passengers and encourage them to fly to Dubai and other international destinations on the carrier. Other international airlines have sponsorship agreements with NBA teams for the same reasons, including Etihad Airways and the Washington Wizards, EVA Air and the Houston Rockets, and Qatar Airways and the Brooklyn Nets. 

Meanwhile, U.S. carriers view NBA partnerships as a way to expand their presence in cities beyond simply having a large presence at their airports. For example, Delta Air Lines recently signed a partnership deal with the Utah Jazz, with the team's home arena being renamed the Delta Center for the 2023-24 season. Delta has Salt Lake City as its primary hub for the Rocky Mountain region, mostly offering flights within North America.

The following North American carriers also sponsor NBA teams and their arenas or have done so in the past:

• United Airlines and the Chicago Bulls: United currently sponsors the team and the United Center.
• American Airlines and the Dallas Mavericks: American currently supports the team and the American Airlines Center.
• American Airlines and the Miami Heat: American currently partners with the team and had naming rights for the American Airlines Arena from 1999 to 2019.
• Air Canada and the Toronto Raptors: Air Canada currently sponsors the Toronto Raptors and had naming rights for the Air Canada Centre from 1998 to 2018.

How NBA Fans Can Visit the UAE

The NBA has teams in most of the U.S. and Canadian markets that Emirates already serves with direct flights. Therefore, fans interested in visiting the UAE can fly nonstop from their home airport to Dubai International Airport (DXB). Emirates' North American routes will especially benefit fans of these teams based in their home markets:

• Boston Celtics: Boston (BOS)
• Chicago Bulls: Chicago (ORD)
• Dallas Mavericks: Dallas/Fort Worth (DFW)
• Houston Rockets: Houston (IAH)
• Los Angeles Lakers and Clippers: Los Angeles (LAX)
• Miami Heat: Miami (MIA)
• New York Knicks and Brooklyn Nets: Newark (EWR) and New York (JFK)
• Orlando Magic: Orlando (MCO)
• Golden State Warriors: San Francisco (SFO)
• Toronto Raptors: Toronto (YYZ)
• Washington Wizards: Washington, D.C. (IAD)

The NBA occasionally hosts games in Abu Dhabi to expand its regional presence and attract local basketball fans. The 2023 preseason saw two games between the Minnesota Timberwolves and Dallas Mavericks, each winning one game. North American fans can drive from Dubai to Abu Dhabi if flying on Emirates or fly directly to Abu Dhabi on Etihad Airways. Etihad currently serves Chicago, New York, Toronto, and Washington, D.C., and the airline will add Boston on March 31. Basketball fans can also fly to Dubai from Toronto on Air Canada or Newark on United Airlines, especially since both carriers have codeshare agreements with Emirates.