Emirates becomes main sponsor of Real Madrid Basketball in new multi-year partnership

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Global Industry News

Emirates becomes main sponsor of Real Madrid Basketball in new multi-year partnership

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Tim Clark President, Emirates Airline | Emirates Airlines

By Sky Industry News

Sep 15, 2025

Emirates has entered into a multi-year partnership with Real Madrid Basketball, becoming the Official Main Sponsor of the Spanish professional basketball club. The agreement takes effect immediately and will see Emirates’ ‘Fly Better’ branding featured prominently on the team’s jerseys, mirroring its presence on both the men’s and women’s football teams.

This move marks Emirates’ first sponsorship in European basketball as it seeks to broaden its involvement in the sport and connect more closely with fans. Real Madrid is noted as the only European sports club to have won championships in both football and basketball within the same season.

Sir Tim Clark, President of Emirates Airline, stated: “We’re proud of this unique opportunity to become the Official Main Sponsor of Real Madrid Basketball, complementing our long-standing partnership with Real Madrid CF, whilst expanding our presence in the game. We’re also excited to bring the Emirates brand to European courts as the jersey partner of a team with an unparalleled legacy and rich heritage of championship excellence.

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The partnership strengthens our connection with Real Madrid’s worldwide fanbase and opens new channels to grow basketball passion and excitement across our network. We look forward to jointly activating this partnership with Real Madrid Basketball and connecting with fans worldwide.”

As part of the deal, Emirates’ branding will appear on all player jerseys, training kits, and staff apparel. The airline will also benefit from branding opportunities at Movistar Arena Madrid Stadium—including scoreboard visibility and virtual signage—alongside hospitality options, ticketing rights, social media campaigns, marketing rights for global campaigns, and advertising at major league events such as Spanish Liga ACB, EuroLeague, and Copa del Rey.

Emirates will gain access to facilities at Ciudad Real Madrid Training Complex for exclusive visits for hospitality guests, player meet-and-greets, and youth clinics featuring well-known figures from basketball.

The airline has supported basketball for over 30 years across various levels. In 2024, Emirates became the Official Global Airline Partner of the NBA through a landmark multiyear agreement that also made it title sponsor of the Emirates NBA Cup. It was also named as referee jersey patch partner for NBA games (https://www.nba.com/news/emirates-nba-global-partnership-official-release).

In addition to international efforts like sponsoring Beirut Basketball Club and supporting events such as Dubai International Basketball Championship for nearly three decades, Emirates remains active in Spain by sponsoring annual ATP tennis tournaments—the Mutua Madrid Open and Barcelona Open Banc Sabadell—and continuing its relationship with Real Madrid football (https://www.emirates.com/media-centre/emirates-celebrates-10-years-of-flying-better-with-real-madrid/).

Currently, Emirates operates 28 weekly flights between Dubai and Spain: 14 flights each week serve both Madrid and Barcelona routes; seven flights continue onward from Barcelona to Mexico City (https://www.emirates.com/english/destinations_offers/routes/network_route_maps.aspx).