Emirates announces multi-year partnership with NBA

Emirate and NBA have signed a multi-year sponsorship partnership. (Supplied)
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Updated 09 February 2024
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Emirates announces multi-year partnership with NBA

  • The deal sees the NBA In-Season Tournament renamed Emirates NBA Cup  

DUBAI: Emirates has announced a multi-year global marketing partnership with the NBA.

The company will be the Official Global Airline Partner, and the inaugural title partner of the NBA Cup, previously named the NBA In-Season Tournament.

The airline will be featured on all branding related to the contest, including on jerseys and social media channels, it said in a statement on Friday.

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.

“We are proud to establish a global marketing partnership with the National Basketball Association to become its Official Global Airline Partner,” said Sheikh Ahmed bin Saeed Al-Maktoum, Emirates’ group chairman and CEO.

“This collaboration will also see Emirates become the league’s first referee jersey patch partner and the inaugural title partner of the NBA Cup,” he said. “With basketball’s popularity around the world, we are excited to work with one of the most globally recognized and prestigious professional leagues. The NBA is a valuable addition to our sponsorship portfolio as it allows us to connect with a vast global fanbase, including in the US, where the game is an integral part of the country’s sport culture.”

The NBA’s Deputy Commissioner and Chief Operating Officer Mark Tatum commented: “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.”

The sponsorship will also allow Emirates to enjoy a presence at other marquee league events, including as a partner of NBA Crossover — a fan event at NBA All-Star — 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.

The 73rd 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.


Toney penalty leads Al-Ahli to victory in final moments of Saudi Pro League’s Matchday 15

Updated 27 sec ago
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Toney penalty leads Al-Ahli to victory in final moments of Saudi Pro League’s Matchday 15

  • Al-Ahli defeat Al-Taawoun 2-1 thanks to Ivan Toney penalty in the 14th minute of injury time
  • Al-Shabab end 11-game run without a win after comeback against NEOM

RIYADH: The battle for second place in the Saudi Pro League heated up on the final day of Matchday 15 when the Al-Inma Stadium played host to a tense encounter between Al-Ahli and Al-Taawoun. The hosts, boasting the best defence in the league, came up against a visiting side brimming with confidence after a stellar start to the season under the returning Péricles Chamusca at the helm.

Getting past Al-Taawoun would be no easy feat. The Qassim-based side came into the game well-prepared, with Al-Ahli failing to break past their compact block. The trio of Andrei Girotto, Waleed Al-Ahmed and Muteb Al-Mufarrij proved tough opposition for Ivan Toney in particular.

All signs pointed to a draw as the half-time whistle approached. Roger Martínez had different ideas in stoppage time, as he fended off Roger Ibañez to win the ball in the right channel, squared the ball to Ângelo Fulgini who was brought down by Merih Demiral for a penalty. Martínez coolly finished past Abdulrahman Al-Sanbi, as the Wolves went into the break with the narrow lead.

Al-Ahli, backed by their passionate fans, entered the second half with renewed vigour. With Riyad Mahrez back in SPL action after Algeria’s elimination from AFCON, his creative prowess between the lines gave his side an added impetus.

It would be Wenderson Galeno who played an imperative role in their first goal. In the 62nd minute, he spotted Toney making a run in space behind the full-back, launching a cross that marginally escaped a clearance from Al-Mufarrij, as the Englishman delivered an accurate follow-up to Zakaria Hawsawi to head in the equaliser.

Both sides knew that a draw was not enough. Al-Taawoun would still move into second place with a point, albeit with all of Al-Nassr, Al-Qadsiah and Al-Ahli breathing down their necks. 

Al-Ahli, meanwhile, needed a win after Al-Qadsiah’s dominant display earlier in the evening. Despite numerous attempts, the score remained even.

In the 82nd minute, a dangerous challenge on Martínez by Ibañez saw the defender sent off for the second time in three games. After getting a yellow card earlier in the half, the referee showed no hesitation in giving him his marching orders.

Drama ensued in the final moments of the game when Demiral was brought down in the Al-Taawoun box. After a tense wait for the VAR review, referee Mohammed Hoish ultimately decided on a penalty in the 11th minute of stoppage time to the delight of the home fans. 

Toney, as per usual, converted with confidence as Al-Ahli saw out a 2-1 victory to move level on points with Al-Taawoun and Al-Nassr in second place.

Elsewhere, Al-Qadsiah produced a perfect performance in their home game against Al-Fayha, winning 5-0, with Julián Quiñones bagging a hat-trick. Brendan Rodgers’ side now sit in fifth place with 30 points, just one behind the trio of Al-Taawoun, Al-Nassr and Al-Ahli. 

Meanwhile Al-Shabab, enduring one of their worst starts in the top flight to date, managed to win their first game since Matchday 2. Despite going 2-1 down to NEOM, a four-minute brace by Yannick Carrasco propelled them to a 3-2 victory.

Matchday 16 kicks off on Friday, as Al-Ittihad face Al-Ettifaq that evening, Al-Nassr welcome Al-Shabab on Saturday and Al-Hilal travel to NEOM on Sunday for the round’s headlining fixtures.