NBA Announces Partnership with Emirates, Including Renamed In-Season Tournament

The NBA has struck a multiyear partnership deal with Emirates to become the title sponsor of the league’s in-season tournament and have its logo on referee jerseys in the NBA, WNBA and G League, as the airline will now be known as the global airlines partner of the league.

The in-season tournament will be renamed the Emirates NBA Cup. The trophy for this season’s inaugural tournament won by the Los Angeles Lakers was called the NBA Cup. NBA referees will debut an Emirates jersey patch at the All-Star Game in Indianapolis on Feb. 18, while G League officials will have the patch starting in the 2024-25 season and WNBA officials will wear it beginning with the 2025 season.

“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.”

Emirates will be part of marquee league events such as NBA Crossover at All-Star weekend and the NBA Finals Legacy Project, which brings educational investment in the team markets of the teams that play in the title series each year. Emirates will also get branding through virtual in-arena signage and atop backboard during nationally televised NBA games.

Emirates has been a global partner of Real Madrid since 2011, has deals with AC Milan and Arsenal, plus has been a presenting sponsor of tennis’ U.S. Open since 2012 and numerous other pro tennis events.

“With basketball’s popularity around the world, we are excited to work with one of the most globally recognized and prestigious professional leagues,” Emirates Group Chairman and Chief Executive Sheikh Ahmed bin Saeed Al Maktoum said in a release Thursday. “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 airline also will offer inflight NBA content on all flights, including long-form documentaries, player profiles and interviews. Emirates currently offers services to 12 U.S. gateways: Boston Logan International Airport, New York’s John F. Kennedy International Airport, Los Angeles International Airport, Houston’s George Bush Intercontinental Airport, Chicago’s O’Hare International Airport, Washington D.C.’s Dulles International Airport, Seattle Tacoma Airport, Newark Liberty International Airport, Dallas-Fort Worth Airport, San Francisco International Airport, Miami International Airport and Orlando International Airport.