Emirates has kicked off the Emirates NBA Cup 2024 with a grand entrance as the tournament trophy arrived in New York from Dubai on an Emirates Airbus A380 decorated with a vibrant NBA-themed livery. Marking the tournament's start, the Emirates NBA Cup will run from November 12 to December 17, with the championship game in Las Vegas. NBA legend James Worthy accompanied the trophy on its journey, where NBA Commissioner Adam Silver and Emirates’ Thierry Aucoc welcomed its arrival.

This partnership between Emirates and the NBA enhances the experience for passengers traveling to and from North America. Emirates’ flights now feature NBA-inspired elements, such as co-branded headrests, specially designed coasters, and NBA-themed menu items across all cabin classes. Premium Economy and Economy passengers will enjoy NBA-inspired meals and snacks, while Business and Premium Economy guests can relax with NBA-themed coasters.

During the tournament, passengers can watch select games live on Sport24 via Emirates’ ice entertainment system and enjoy curated playlists and interviews with NBA figures. Emirates lounges in select airports are also celebrating with NBA-themed food and beverage menus until November 22.

This collaboration reflects Emirates’ dedication to enhancing the onboard experience for sports fans, making the 2024 Emirates NBA Cup a memorable event for passengers and basketball enthusiasts alike.