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NBA Reveals New Name for In-Season Tournament Competition

After one season, the NBA is renaming its in-season tournament competition, thanks to a new partnership.

The NBA announced a deal with the Dubai-based Emirates airline, which will become the title sponsor of the renamed Emirates NBA Cup. In addition to becoming the title sponsor of the league’s in-season tournament, Emirates also will have its logo featured on the jerseys of referees in the NBA, WNBA and G League.

“The NBA is a valuable addition to our sponsorship portfolio as it allows us to connect with a vast global fan base, including in the U.S., where the game is an integral part of the country’s sport culture,” Emirates group chairman and chief executive Sheikh Ahmed bin Saeed Al Maktoum said in a press release.

Dec 9, 2023; Las Vegas, Nevada, USA; Los Angeles Lakers forward LeBron James (23) hoists the NBA Cup and celebrates with teammates after winning the NBA In-Season Tournament Championship game against the Indiana Pacers at T-Mobile Arena. Mandatory Credit: Candice Ward-USA TODAY Sports

The Los Angeles Lakers won the NBA’s inaugural in-season tournament on Dec. 9. The competition will boast a new name, the Emirates NBA Cup, this fall.

The sponsorship will go into effect immediately, and the Emirates patches are set to debut on referee jerseys at the All-Star Game in Indianapolis on Feb. 18. G League officials won’t have the patch on their jerseys until next season, while WNBA officials won’t don the patch until the 2025 campaign.

In addition to jersey patches for officials, Emirates is also set to feature in-flight NBA content, including documentaries, interviews and more. Emirates also will sponsor marquee NBA events, such as the league’s NBA Finals Legacy Project, which assists in educational programs in the markets of the teams represented in the NBA Finals.

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