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NBA\u00a0(www.NBA.com<\/a>) In-Season Tournament Renamed Emirates NBA Cup; Emirates Becomes First-Ever Referee Jersey Patch Partner of the NBA.<\/strong><\/em><\/p>\n<\/p>\n Emirates and the National Basketball Association (NBA)\u00a0today announced a multiyear global marketing partnership naming Emirates the Official Global Airline Partner of the NBA.\u00a0 The collaboration also makes Emirates the inaugural title partner of the NBA Cup, previously named the NBA In-Season Tournament, as well as the first-ever referee jersey patch partner of the NBA.<\/p>\n As the first title partner of the Emirates NBA Cup, the global airline will be featured through a co-branded Emirates NBA Cup event logo, with co-branded promotion planned across the NBA\u2019s global social media community and in-arena signage throughout the Emirates NBA Cup Semifinal and Championship games starting next season.<\/p>\n The Emirates logo will also be featured on all NBA referee jerseys, starting with the 2024 NBA All-Star Game taking place on Sunday, Feb. 18 at 8:00 p.m. ET (Monday, Feb. 19 at 3 a.m. CAT) on ESPN and Canal+.\u00a0<\/p>\n \u201cWe are proud to establish a global marketing partnership with the National Basketball Association to become its Official Global Airline Partner,\u201d said His Highness Sheikh Ahmed bin Saeed Al Maktoum, Emirates Group Chairman and Chief Executive.\u00a0 \u201cThis collaboration will also see Emirates become the league\u2019s first referee jersey patch partner and the inaugural title partner of the NBA Cup. \u00a0With basketball\u2019s popularity around the world, we are excited to work with one of the most globally recognized and prestigious professional leagues. \u00a0The 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\u2019s sport culture.\u201d<\/p>\n \u201cEmirates is a world-class airline that shares our commitment to engaging fans around the world in new and creative ways,\u201d said NBA Deputy Commissioner and Chief Operating Officer Mark Tatum.\u00a0 \u201cAs 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.\u201d<\/p>\n The sponsorship will also allow Emirates to enjoy a presence at other marquee league events, including as a partner of NBA Crossover \u2013 an immersive fan event at NBA All-Star \u2013 and as the presenting partner of the NBA Finals Legacy Project, which features the dedication of new NBA Cares Live, Learn, or Play Centers in each NBA Finals team market.\u00a0 Emirates branding will also be visible through virtual in-arena signage and on top of the backboard during nationally televised NBA games, beginning with the 2024 NBA All-Star Game.<\/p>\n Emirates will engage NBA fans around the world as a partner of select preseason and regular-season NBA Global Games and through the league\u2019s interactive fan events, including \u201cNBA District\u201d and \u201cNBA House.\u201d<\/p>\n Fans will have the opportunity to watch NBA content on all Emirates flights via the airline\u2019s inflight entertainment system, including long-form documentaries, player profiles, interviews and more.\u00a0<\/p>\n The marketing partnership will also allow basketball fans to purchase a wide range of official NBA merchandise, including basketballs, sportswear and vintage collectibles, with co-branded collaborations to follow later this year.\u00a0 The merchandise will be sold at the official Emirates Store at Emirates\u2019 Headquarters in Dubai and online at\u00a0www.Emirates.store<\/a>, which delivers worldwide. \u00a0Emirates Skywards members can also redeem Miles to purchase items from the exciting range.<\/p>\n Emirates\u2019 patch will also be featured on the jerseys for all referees in the Women\u2019s National Basketball Association (WNBA), beginning with the 2025 season, and NBA G League, the official minor league of the NBA, beginning with the 2024-25 season.<\/p>\n The 73rd<\/sup> NBA All-Star Game will take place at Gainbridge Fieldhouse in Indianapolis, Indiana and reach fans in 214 countries and territories in 60 languages on television, digital media and social media.<\/p>\n Emirates has been a longstanding supporter of basketball in the region for almost 30 years, helping to connect with avid fans of the popular sport in the UAE and Lebanon, and providing a platform to highlight the best and brightest stars.<\/p>\n Emirates\u2019 global sponsorship portfolio includes partnerships with top sporting clubs, tournaments, high-profile cultural events, and more. \u00a0Emirates\u2019 association with NBA will support the airline\u2019s efforts to reach a huge fanbase in the U.S. and worldwide through a shared passion for the sport of basketball.\u00a0<\/p>\n Emirates currently offers services to 12 U.S. gateways, including Boston Logan International Airport (BOS), New York\u2019s John F. Kennedy International Airport (JFK), Los Angeles International Airport (LAX), Houston\u2019s George Bush Intercontinental Airport (IAH), Chicago\u2019s O’Hare International Airport (ORD), Washington D.C.\u2019s Dulles International Airport (IAD), Seattle Tacoma Airport (SEA), Newark Liberty International Airport (EWR), Dallas-Fort Worth Airport (DFW), San Francisco International Airport (SFO), Miami International Airport (MIA) and Orlando International Airport (MCO).<\/p>\n<\/p><\/div>\n