Emirates is now the official global airline partner of the National Basketball Association (NBA).
As part of the extensive partnership, all NBA referees will wear the Emirates logo on their jersey. The branded jerseys will debut at the upcoming NBA All-Star Game on Feb. 18.
Another notable element of the partnership is that the NBA's in-season tournament, which debuted this season, will now be known as the Emirates NBA Cup.
Emirates branding will be displayed on virtual in-arena signage and on top of the backboard during nationally televised games, beginning with the All-Star Game.
The partnership will extend into the air, where NBA content, including player profiles and documentaries, will be in the Emirates inflight entertainment system.
The NBA will join Emirates' substantial portfolio of sports partnerships, which prominently includes the AC Milan, Arsenal and Real Madrid soccer clubs; the ATP and WTA tennis tours; numerous golf tournaments on the DP World Tour; and thoroughbred racing's Dubai World Cup.
"With basketball's popularity around the world, we are excited to work with one of the most globally recognized and prestigious professional leagues," Emirates Group chairman and and CEO Sheikh Ahmed bin Saeed Al Maktoum said in a prepared remark. "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."