Overview

• The NBA In-Season Tournament will be rebranded as the Emirates NBA Cup, following a multiyear marketing partnership with Emirates.
• Emirates will also sponsor jersey patches for NBA referees, marking the league's first commercial referee jersey patches.
• The partnership includes Emirates' branding at NBA events, in-arena signage, and on referee jerseys in the NBA, WNBA, and G League.
• The deal is expected to bring in around $500 million in ad revenue for the NBA.
• The collaboration aims to expand basketball's global outreach, showcasing the NBA to Emirates' vast international customer base.