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The American professional basketball league NBA and Emirates have announced a multi-year global partnership.
The collaboration will also see Emirates become the first title partner of the NBA Cup, previously called the NBA In-Season Tournament, as well as the NBA's first referee jersey partner.
As the first title partner of the Emirates NBA Cup, the global airline will be represented by a common logo. In addition, promotional activities are planned across the NBA's global social media community and in the arena during the semi-final and championship games of the Emirates NBA Cup. The Emirates logo will also be featured on all NBA referee jerseys beginning with the 2024 NBA All-Star Game on February 18, 2024. The 73rd NBA All-Star Game will be held at Gainbridge Fieldhouse in Indianapolis, Indiana and reach fans in 214 countries and regions in 60 languages across television, digital media and social media.
From the 2025 season, the Emirates patch will also be seen on the jerseys of all referees in the Women's National Basketball Association (WNBA) and from the 2024-25 season in the NBA G League. Through the sponsorship, Emirates will also be present at other important league events, including the NBA Crossover and the NBA Finals Legacy Project.
