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.