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Emirates named global airline partner of NBA – ARN News Centre

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Emirates Airline has added to its extensive sports portfolio by becoming a global partner of the National Basketball Association (NBA).

Emirates not only becomes the first-ever official airline of the league, it also takes title sponsorship of the in-season tournament – renamed as the Emirates NBA Cup.

As part of the multi-year deal, the Emirates logo will also be emblazoned on official jerseys – again, the first time in NBA history that referee kits will carry a sponsor.

Taking to his official social media channel, His Highness Sheikh Ahmed bin Saeed Al Maktoum, Chairman and Chief Executive, Emirates Airline & Group, said: the “collaboration will allow us to connect with a global fan base, especially in the United States, where basketball is an important component of sports culture”.

As the first title partner of the Emirates NBA Cup, the global airline will be featured through a co-branded Emirates NBA Cup event logo, with co-branded promotion planned across the NBA’s global social media community and in-arena signage throughout the Emirates NBA Cup Semifinal and Championship games starting next season.

The Emirates logo will also be featured on all NBA referee jerseys, starting with the 2024 NBA All-Star Game taking place on February 18, at 8:00 p.m. ET on TNT. 

The sponsorship will also allow Emirates to enjoy a presence at other marquee league events, including as a partner of NBA Crossover – an immersive fan event at NBA All-Star – and as the presenting partner of the NBA Finals Legacy Project, which features the dedication of new NBA Cares Live, Learn, or Play Centers in each NBA Finals team market.  Emirates branding will also be visible through virtual in-arena signage and on top of the backboard during nationally televised NBA games, beginning with the 2024 NBA All-Star Game.

Emirates will engage NBA fans around the world as a partner of select preseason and regular-season NBA Global Games and through the league’s interactive fan events, including “NBA District” and “NBA House.”

Fans will have the opportunity to watch NBA content on all Emirates flights via the airline’s inflight entertainment system, including long-form documentaries, player profiles, interviews and more. 

The marketing partnership will also allow basketball fans to purchase a wide range of official NBA merchandise, including basketballs, sportswear and vintage collectibles, with co-branded collaborations to follow later this year.  The merchandise will be sold at the official Emirates Store at Emirates’ Headquarters in Dubai and online at www.emirates.store, which delivers worldwide.  Emirates Skywards members can also redeem Miles to purchase items from the exciting range.

Emirates’ patch will also be featured on the jerseys for all referees in the Women’s National Basketball Association (WNBA), beginning with the 2025 season, and NBA G League, the official minor league of the NBA, beginning with the 2024-25 season.

The 73rd NBA All-Star Game will take place at Gainbridge Fieldhouse in Indianapolis, Indiana and reach fans in 214 countries and territories in 60 languages on television, digital media and social media.



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T20 World Cup 2026: STARTRADER named official partner of UAE national cricket team 

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The UAE Men’s National Cricket Team is heading into the ICC Men’s T20 World Cup 2026 with a major boost, as STARTRADER has been announced as its Official Partner for the global tournament.

The renewed partnership means STARTRADER’s branding will feature on the official UAE team jerseys throughout the World Cup, which kicks off on February 7, 2026, across India and Sri Lanka.

The agreement was signed in Dubai on Wednesday, January 14, in the presence of senior officials from both organisations, including Emirates Cricket Board COO Subhan Ahmad, ECB Board Member Zayed Abbas, STARTRADER CEO Peter Karsten, and UAE Men’s Captain Muhammad Waseem.

STARTRADER CEO Peter Karsten said the collaboration builds on the company’s earlier sponsorship of the UAE team during the Asia Cup, but with an even stronger commitment this time around.

“We know that cricket has a way of reminding us what commitment, trust and growth can achieve,” Karsten said.

“Continuing this partnership reflects our belief in long-term support for communities and in the human spirit driving both the game and the markets.”

He added that the partnership mirrors STARTRADER’s core values, where trust in strategy and teamwork plays a vital role in achieving sustainable growth, whether on the pitch or in global markets.

STARTRADER is regulated by five international authorities, including the SCA, ASIC, FSCA, FSA and FSC, reinforcing its focus on transparency, trust and long-term growth for its clients.

Emirates Cricket Board COO Subhan Ahmad welcomed the renewed partnership, describing it as a relationship that goes beyond sport.

“We are delighted to welcome STARTRADER as our Official Partner for the ICC Men’s T20 World Cup 2026,” he said. 

“This partnership reflects shared values of discipline, focus and resilience, and aligns perfectly with our vision as the UAE team continues to perform on the world stage.”


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Dubai named permanent opening city for new global beach volleyball series

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Dubai is about to serve up something big on the global sports stage. The Federation Internationale de Volleyball (FIVB) has announced Dubai as the permanent opening destination of its brand-new international championship, the Beach World Series, which will launch for the first time in November 2026.

The announcement was made during the World Sports Summit, following the signing of a five-year strategic partnership between the Dubai Sports Council and FIVB, a move that further cements Dubai’s reputation as a leading host of major global sporting events.

A new model for global sport

Under the agreement, Dubai will become the first city in the world to host a permanent opening stop of the Beach World Series, setting a new benchmark for global championships that combine elite competition with entertainment, culture, and fan engagement.

The series introduces an innovative format that blends high-level beach volleyball with music, interactive experiences, and a vibrant beach atmosphere, offering something beyond traditional sporting events.

The Memorandum of Understanding was signed in the presence of senior officials from the Dubai Sports Council, with signatures from Guido Betti, Chief Business Officer of Volleyball World, and Eisa Sharif, Director of the Sports Events Department at the Dubai Sports Council.

Ten global destinations

The Beach World Series will span 10 international destinations, each bringing its own identity and local flavour to the competition. Dubai’s role as the opening city positions it at the heart of this global journey, showcasing beach volleyball as both an elite sport and a shared cultural experience.

Additional host cities are expected to be announced in the coming months as the Beach World Series expands across globally recognised sports and entertainment hubs.


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Trophies, belts and cash prizes: Inside the ILT20 Season 4 grand finale

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Fireworks, flair and firsts, DP World ILT20 Season 4 delivered a finale to remember as the Desert Vipers lifted their maiden title, crushing MI Emirates by 46 runs at a packed Dubai International Stadium.

While the trophy glittered, the spotlight also shone brightly on the league’s iconic signature belts, with star performances keeping fans guessing right up to the final ball.

Leading the charge was Desert Vipers captain Sam Curran, who produced a season for the ages, sweeping both the Red Belt (Most Valuable Player) and the Green Belt (Best Batter). Calm under pressure and devastating with the bat, Curran’s unbeaten 74 in the final sealed the Vipers’ historic triumph and underlined his status as the league’s standout performer.

The Vipers walked away not just with silverware but a $700,000 winners’ purse and the Black Belt, while runners-up MI Emirates earned $300,000 for another strong campaign.

Red Belt: Sam Curran (Desert Vipers)

Curran piled up 397 runs, while snapping seven wickets, taking 10 catches and finishing with a tournament-high 691 points. It was dominance, delivered with leadership.

Green Belt: Sam Curran (Desert Vipers)

With 397 runs at a strike rate of 135, Curran topped the batting charts, smashing 17 sixes and proving clutch when it mattered most.

White Belt: Waqar Salamkheil (Dubai Capitals)

Spin wizard Waqar Salamkheil claimed the bowling honours with 18 wickets at an economy of 7.66, earning his second White Belt in ILT20 history.

Blue Belt: Muhammad Waseem (MI Emirates)

UAE stalwart Muhammad Waseem continued his incredible run, securing the Blue Belt for a fourth straight season after scoring 370 runs at a strike rate of 132.

With unforgettable moments, top performances, and a champion crowned, DP World ILT20 Season 4 once again proved why it’s one of the most exciting T20 leagues in the world of cricket.

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