Emirates Inks Deal With the NBA | Airlines

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The new partnership between Emirates and the NBA will see the league rename its in-season tournament to the “Emirates NBA Cup.”

Emirates is launching another high-profile sports partnership.

The Dubai-based airline is partnering with the National Basketball Association as part of a strategy that relies on corporate sponsorships to raise its profile in a competitive global airline industry. 

Through the partnership, the NBA’s in-season tournament will be renamed the “Emirates NBA Cup.” 

The event will have a co-branded logo and promotion starting in fall 2024.  

Emirates’ logo will also be featured on referee’s jerseys, and travelers will be able to watch NBA content on Emirates’ website. Those jerseys will make their debut this month at the NBA All-Star Celebrity Game February 18. 

Emirates and the NBA will also release a set of co-branded merchandise that will include basketballs, sportswear and vintage collectibles. The carrier said it plans to sell the merchandise at the store located in its headquarters in Dubai, along with its website. Members of Emirates loyalty program can use miles to purchase NBA merchandise on the airline’s website. 

“With basketball’s popularity around the world, we are excited to work with one of the most globally recognized and prestigious professional leagues,” Emirates CEO Ahmed bin Saeed Al Maktoum said in a statement. 

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