Dubai’s Emirates delivers NBA Cup trophy to New York in style
High-energy tournament runs Nov 12 to Dec 17 in Vegas
DUBAI: The NBA Cup trophy, delivered by Dubai’s Emirates airline, landed in New York yesterday to mark the start of the 2024 Emirates NBA Cup.
As the Official Global Airline Partner of the NBA, Emirates transported the prized trophy on its celebrated Airbus A380, freshly adorned with a vibrant NBA-themed livery.
The high-energy tournament began on 12 November and will conclude on 17 December in Las Vegas with a highly anticipated Championship game. Emirates introduced the new A380 NBA livery just last month, which prominently features a bright blue fuselage with bold red engine cowls, symbolising the partnership.
The iconic NBA figure, James Worthy, accompanied the trophy on its journey from Dubai, officially handing it over to NBA Commissioner Adam Silver and Emirates’ Senior Vice President of Commercial Operations, West, Thierry Aucoc, upon arrival in New York.
"This partnership between Emirates and the NBA is about bringing fans closer to the game, uniting communities, and creating experiences that last a lifetime," said Aucoc during the welcoming ceremony.
An elevated in-flight experience
The NBA-themed A380 flight offered a unique basketball-inspired experience for all passengers. The cabin décor across all classes reflected the game’s spirit, with Emirates providing NBA-branded food boxes filled with snacks and a curated basketball-themed menu.
Customers could also watch classic NBA games on Emirates' renowned in-flight entertainment system, ice, with live Cup games set to broadcast throughout the tournament.
In First and Business Class, guests enjoyed an exclusive opportunity to socialise with Worthy in Emirates’ Onboard Lounge, savouring American-style gameday classics, including sliders, pizzas, and cheese pretzels. A variety of miniature pastries and cupcakes adorned with NBA chocolate discs completed the spread, making for a festive, interactive flight experience.
Passengers were greeted onboard with a personalised PA announcement from Worthy himself, setting the tone for an exciting journey. Travellers received commemorative items, including limited-edition replica A380 models in the NBA livery, NBA-branded photo frames, and luggage tags, making the flight a memorable one for basketball fans.
A celebration in the sky
From now until the final game on 17 December, Emirates customers flying to and from 13 North American destinations will experience NBA-inspired offerings. Passengers across cabin classes will be served NBA-themed food and snacks, while Business and Premium Economy travellers can expect custom NBA coasters. Emirates’ A380 Onboard Lounge will feature live NBA Cup game broadcasts on Sport24 and a playlist dedicated to NBA legends, including interviews with key NBA figures like Deputy Commissioner Mark Tatum.
For those travelling from Dubai and select US cities, Emirates lounges are offering NBA-themed food and drink menus until 22 November, celebrating the unique synergy between Emirates and the NBA.
Basketball enthusiasts can also purchase exclusive Emirates NBA merchandise, including replica aircraft models in the new livery, available at the Emirates Official Store.
With the next wave of games set for Friday, featuring the San Antonio Spurs and Los Angeles Lakers among others, the Emirates NBA Cup is bringing fans closer to the action. As Thierry Aucoc noted, "We are thrilled to connect our fans and customers with this global game through a truly one-of-a-kind experience."