Emirates Brings NBA Cup to New York to Mark Inaugural Tournament

The Emirates NBA Cup officially kicked off with a high-flying start as the tournament’s coveted trophy arrived in New York on November 12. Delivered by Emirates, the Official Global Airline Partner of the NBA and inaugural title sponsor of the event, the trophy’s arrival marked the beginning of the highly anticipated competition.

The trophy journeyed from Emirates' hub in Dubai to the U.S. aboard the airline's Airbus A380, which proudly displayed an eye-catching NBA livery. The new design features a vibrant blue fuselage, complemented by bright red engine cowls, and was unveiled last month to celebrate the airline's partnership with the NBA.

NBA legend James Worthy accompanied the trophy as it touched down in New York, where it was handed over to NBA Commissioner Adam Silver and Emirates Senior Vice President Commercial Operations, West, Thierry Aucoc, signalling the official start of the Emirates NBA Cup tournament.

Exclusive In-Flight Experience

Emirates elevated the game-day experience even further by transforming the cabin of its special A380 flight into a basketball-themed setting. Passengers across all classes were treated to a curated NBA-inspired experience, with themed décor, food served in NBA-branded boxes, and the option to watch NBA classic games on the airline's in-flight entertainment system, ice. Select live games from the Emirates NBA Cup will also be shown during the tournament.

In First and Business Class, passengers had the unique opportunity to socialise with Worthy in the aircraft’s Onboard Lounge. Traditional gameday snacks such as sliders, pizzas, pretzels, and popcorn were served alongside a spread of bistro bites, mini pastries, and cupcakes decorated with NBA-themed chocolate discs.

As the flight took off, passengers were greeted with a special PA announcement from James Worthy, creating a festive atmosphere for the journey. Emirates also offered exclusive commemorative memorabilia, including limited-edition replica aircraft models featuring the NBA livery, NBA-branded luggage tags, Polaroid photo frames, and more.

NBA Cup Services and Merchandise

In addition to the special flight experience, Emirates will continue to bring NBA-themed experiences to its customers throughout the tournament, which runs until 17th December. Passengers travelling to and from 13 destinations in the U.S. and Canada will enjoy NBA-inspired food and drink options, including NBA-branded coasters in Business Class and Premium Economy, as well as NBA-themed headrests in Premium Economy and Economy Class.

Emirates will also provide live coverage of select games from the Emirates NBA Cup on its Sport24 channel, accessible via ice. Additionally, a curated playlist featuring NBA legends, as well as an interview podcast with NBA Deputy Commissioner and COO Mark Tatum, will be available for passengers.

Before flights, from now until 22nd November, customers can enjoy an NBA-themed menu at Emirates’ lounges in Dubai, New York JFK, San Francisco, Los Angeles, and Boston.

Basketball enthusiasts can also purchase exclusive merchandise, such as limited-edition replica aircraft models in the new NBA livery, from the Emirates Official Store.

The tournament continues on Friday night with 12 group play matchups, including the San Antonio Spurs vs. Los Angeles Lakers at 7:30 p.m. ET and the Memphis Grizzlies vs. Golden State Warriors at 10 p.m. ET, both on ESPN.