Emirates Airlines and the NBA make history with a groundbreaking partnership, designating Emirates as the Official Global Airline Partner and title sponsor of the NBA Cup. Drawing parallels with successful football collaborations in the Middle East, this alliance aims to reshape the global basketball landscape. From co-branded merchandise to in-flight basketball content, the partnership signifies a transformative synergy between sports and aviation, propelling the NBA into uncharted territories.
Long-haul carrier Emirates opened the Dubai Air Show on Monday with a $52 billion purchase of Boeing Co. aircraft, showing how aviation has bounced back after the groundings of the coronavirus pandemic, even as Israel's war with Hamas clouds regional security. Its low-cost sister airline, FlyDubai, followed up with an $11 billion order of 30 Boeing 787-9 Dreamliners, the first wide-body aircraft in its fleet. Together, the sales marked a significant win for Virginia-based Boeing Co. on the first day of the air show, as airlines appear poised for even more billion-dollar deals this year.