Emirates Names NBA’s Airline And Title Partner Of In-Season Tournament – The Emirates NBA Cup


Emirates and the NBA have announced a long-term global marketing partnership, designating Emirates as the Official Global Airline Partner of the NBA.

This collaboration not only establishes Emirates as the inaugural title partner of the NBA Cup, formerly known as the NBA In-Season Tournament, but also marks them as the first-ever referee jersey patch partner of the NBA.

As the primary sponsor of the Emirates NBA Cup, the airline will be prominently featured through a co-branded event logo. Additionally, there are plans for co-branded promotions across the NBA’s vast social media community and visible signage within the arenas during the Emirates NBA Cup Semifinal and Championship games, commencing from the upcoming season.

Furthermore, the Emirates logo will grace the jerseys of all NBA referees, commencing from the 2024 NBA All-Star Game, which will be broadcasted on Sunday, February 18 at 8:00 p.m. ET on TNT.


“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.  “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.”


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