NBA Renames In-Season Tournament to Emirates NBA Cup in Multiyear Partnership

The NBA has announced a significant partnership with Emirates, making the airline the title sponsor of the newly named Emirates NBA Cup.

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.