Emirates is now the official global airline partner of the National Basketball Association (NBA).
As part of the wider partnership, all NBA referees will wear the Emirates logo on their uniforms. The brand's uniforms will debut at the upcoming NBA All-Star Game on February 18th.
Another notable element of the partnership is that the NBA's seasonal tournament, which debuted this season, will now be known as the Emirates NBA Cup.
The Emirates brand will be featured on virtual signage in the stadium and atop the backboard during nationally televised matches, starting with the All-Star Game.
The partnership will extend to broadcasts where NBA content, including player profiles and documentaries, will be included on Emirates' in-flight entertainment system.
The NBA will join the Emirates' substantial portfolio of sports partnerships, which includes football clubs AC Milan, Arsenal and Real Madrid. ATP and WTA tennis tours; Numerous golf tournaments on the DP World Tour; Dubai World Cup of Thoroughbred Racing.
In his prepared remarks, Sheikh Ahmed bin Saeed Al Maktoum, Emirates Group Chairman and CEO, said: “With the popularity of basketball around the world, we are proud to be playing in one of the most globally recognized and prestigious professional leagues. We are delighted to collaborate.” “The NBA is a valuable addition to our sponsorship portfolio because it allows us to connect with a vast global fan base, including in the United States, where the game is an integral part of the country’s sports culture.”
