As Official Global Airline Partner of the NBA and the inaugural title partner of the Emirates NBA Cup, Emirates is celebrating the arrival of the much-anticipated 2024-25 NBA season with a head-turning, nose-to-tail livery dedicated to the league. The livery captures the spirit of the Emirates and NBA marketing partnership and will begin making its way across the airline’s global network with flights starting next week.

The new livery features a striking blue gradient across the fuselage, punctuated by the NBA logo. The distinct Emirates lettering has transformed from its unique gold font to red, appearing alongside an illustration of a basketball bouncing between the NBA and Emirates logos. The fuselage’s new look is complemented by vibrant red engine cowls emblazoned with the distinct white calligraphy that makes up the Emirates logo.

The Emirates-NBA A380 livery was a full repaint, as part of an elaborate project encompassing design, painting, production and installation to bring the customised aircraft to life. The process, fully executed in-house by the Emirates Engineering Aircraft Appearance Centre teams, took 24 days to execute, inclusive of stripping, painting and graphics application processes.

From 1 November and until 17 December, to coincide with the Emirates NBA Cup, customers will experience on-board NBA inspired products and services on flights when travelling to-and-from 14 points in the U.S. and Canada. Emirates’ NBA-themed livery is one of only four aircrafts in the airline’s fleet with full nose-to-tail bespoke designs.

Passengers in every cabin will board to see the aircraft dressed in co-branded headrests, receive drinks served on specially designed coasters and can order from courtside-themed menus. The airline will serve sports-inspired dishes and drinks across all cabin classes and to passengers socialising at the Onboard Lounge on flights operated by the iconic A380 aircraft. Basketball fans will also be able to watch select Emirates NBA Cup games live on Sport24 on ice, Emirates’ inflight entertainment system.

Before flights, customers can also enjoy a limited-time NBA-themed menu at Emirates’ lounges in Dubai, New York JFK, San Francisco, Los Angeles and Boston.

Boutros Boutros, Emirates’ Executive Vice President of Corporate Communications, Marketing and Brandsaid: “We are proud to be the Official Global Airline Partner of the NBA and the inaugural title partner of the Emirates NBA Cup. The new livery is a celebration of the marketing partnership and the game which brings people together from around the world, and we hope to spread the passion and connect with fans across basketball-loving nations across our network. We also look forward to showcasing unique onboard experiences starting next month, with a host of NBA-themed products and services to inspire and delight our customers.”

The 2024 Emirates NBA Cup tips off on Tuesday, Nov. 12 with a doubleheader on TNT with the New York Knicks visiting the Philadelphia 76ers at 7:30 p.m. ET, followed by the Golden State Warriors hosting the Dallas Mavericks at 10 p.m. ET. Group play continues through Tuesday, Dec. 3, with each team playing four designated Group Play games on “Cup Nights” on Tuesdays and Fridays.

Eight teams will advance to the Knockout Rounds, which will consist of single-elimination games in the Quarterfinals, played in NBA team markets on Tuesday, Dec. 10 and Wednesday, Dec. 11, and will culminate with single-elimination Semifinals on Saturday, Dec. 14 and Championship Tuesday, Dec. 17 at T-Mobile Arena in Las Vegas.