Basketball: Emirates (airline) partner of the NBA & title sponsor of the Emirates NBA Cup

Emirates has become an official partner of the National Basketball Association from the 2023-24 season, announced the body on 08/02/2024. The airline will also acquire the naming rights to the Emirates NBA Cup (the official tournament introduced by the NBA in 2023-24) from the 2024-25 season.

As part of the agreement, Emirates also becomes the first "jersey patch partner" of the referees in the history of the North American League and will be featured from the 2024 NBA All-Star Game at Gainbridge Fieldhouse in Indianapolis (Indiana, USA) on 18/02/2024. These rights include similar visibility on the uniforms of WNBA and G League (development league) referees. The NBA has authorised its 30 franchises to market sponsorship space on their jerseys since the 2017-18 season.

The deal "will also allow Emirates to enjoy a presence at other marquee league events, including as a partner of NBA Crossover (an immersive fan event during the NBA All-Star game). Emirates branding will also be visible through virtual in-arena signage and on top of the backboard during nationally televised NBA games…