Sikkim News Update

NBA and Emirates Form Long-Term Partnership; Name of In-Season Competition to Change

<p>Emirates and the NBA have reached a multiyear cooperation agreement wherein the airline would wear its emblem on referee uniforms in the NBA, WNBA, and G League and serve as the title sponsor of the league’s in-season tournament, which will go by a new name.</p>
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<p>The deal calls for the in-season competition to be dubbed the Emirates NBA Cup. Although the Los Angeles Lakers won the first tournament this season, the trophy was known as the NBA Cup, but the event itself lacked a trademark.</p>
<p>The Emirates jersey patch will be worn by NBA referees for the first time during the All-Star Game in Indianapolis on February 18. G League officials will start wearing the patch in the 2024–25 season, while WNBA officials will start wearing it in 2025.</p>
<p>In a statement released on Thursday, Sheikh Ahmed bin Saeed Al Maktoum, the chairman and chief executive of Emirates Group, said, “The 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’s sport culture.”</p>
<p>Emirates has a lengthy history of forming alliances with international sports organizations including rugby, football, tennis, golf, horse racing, and other competitions. In addition to dealing with AC Milan and Arsenal, it has been Real Madrid’s worldwide partner since 2011. It also presents the U.S. Open tennis tournament and many other professional tennis tournaments.</p>
<p>Emirates will participate in major league events with the NBA, including NBA Crossover, which is a part of All-Star weekend, and the NBA Finals Legacy Project, which provides educational funding to the teams who compete in the championship series every year. During NBA games that are broadcast nationally on television, Emirates will also get branding on backboards and virtual in-arena signage.</p>
<p>Additionally, the airline will provide NBA material on all flights, including as player biographies, interviews, and long-form films.</p>
<p>NBA deputy commissioner Mark Tatum said, “This collaboration will showcase the excitement of the NBA to the millions of people who fly Emirates every year as basketball continues to be recognized as the fastest growing sport globally.”</p>