Emirates Delivers NBA Cup to New York to Mark the Start of the Emirates NBA Cup

The coveted Emirates National Basketball Association (NBA) Cup trophy arrived in New York yesterday, making a grand entrance as it coincided with the start of the highly anticipated Emirates NBA Cup 2024. The prestigious trophy, flown from Emirates’ hub in Dubai, touched down in style on an @Emirates Airbus A380, which was newly decorated with an eye-catching NBA-themed livery. This flight not only symbolizes Emirates’ commitment as the Official Global Airline Partner of the NBA, but also as the inaugural title sponsor of the Emirates NBA Cup.

The tournament officially tipped off on 12 November and will culminate in a thrilling Championship game on 17 December in Las Vegas. The tournament brings together top-tier NBA teams in a competition that promises excitement and intense matchups. Emirates unveiled the A380 NBA livery last month, featuring a vibrant blue fuselage with striking red engine cowls, further amplifying the global partnership between Emirates and the NBA.

NBA legend James Worthy accompanied the Emirates NBA Cup trophy on its journey from Dubai, adding a layer of excitement and prestige to the occasion. Upon arrival in New York, the trophy was handed over to NBA Commissioner Adam Silver and Thierry Aucoc, Emirates Senior Vice President Commercial Operations, West, marking the official start of the tournament.

A Unique In-Flight Experience

The Emirates flight took the NBA experience to new heights, with basketball-themed cabin décor across all classes. This immersive touch brought the spirit of the game to passengers as they enjoyed basketball-inspired menus, served in NBA-branded boxes, offering an array of classic game day favorites. Customers could watch classic NBA games on Emirates’ in-flight entertainment system, ice, which also broadcasted select live NBA Cup games throughout the tournament.

First and Business Class passengers mingled with NBA great James Worthy in Emirates’ signature Onboard Lounge, enjoying gourmet gameday snacks like sliders, pizzas, pretzels with cheese sauce, and more. A lavish selection of bistro bites, mini pastries, and cupcakes—each topped with NBA-branded chocolate discs—completed the dining experience.

Passengers on the special EK201 flight were treated to a special PA announcement delivered by Worthy, building excitement for the journey. To commemorate the occasion, customers received exclusive memorabilia, including limited edition replica aircraft models featuring the NBA livery, NBA-branded luggage tags, polaroid photo frames, and more.

NBA-Themed In-Flight Services Extended

In celebration of the Emirates NBA Cup, Emirates is offering NBA-themed experiences on flights to and from 13 destinations across the U.S. and Canada. Passengers traveling in Premium Economy and Economy will find co-branded headrests, while Business Class and Premium Economy customers will enjoy NBA-inspired drinks served on custom-designed coasters. Passengers across all classes will indulge in basketball-inspired food selections and snacks.

Throughout the tournament, passengers can watch select live NBA Cup games on Sport24 via the ice entertainment system, along with curated NBA-themed content, including a playlist featuring NBA legends and an exclusive podcast with NBA Deputy Commissioner and COO Mark Tatum.

Emirates has extended this experience beyond the aircraft, with NBA-themed food and beverage menus available in Emirates lounges in Dubai, New York JFK, San Francisco, Los Angeles, and Boston through 22 November.

Exclusive NBA Merchandise

Basketball enthusiasts can take home a special piece of the NBA partnership through limited-edition Emirates merchandise, including replica aircraft models featuring the new NBA livery, available at the Emirates Official Store. These unique items offer fans and passengers the chance to own a piece of this global collaboration.

Exciting NBA Cup Matchups

As the tournament continues, fans can look forward to thrilling matchups. This Friday, 12 group play games are scheduled, including the San Antonio Spurs hosting the Los Angeles Lakers at 7:30 p.m. ET and the Memphis Grizzlies facing off against the Golden State Warriors at 10 p.m. ET on ESPN. The Emirates NBA Cup promises to deliver electrifying action all the way to the championship game in Las Vegas.