Emirates' NBA Cup partnership drives all-time high Awareness and Impression
Since the announcement of Emirates' global partnership with the NBA in February 2024, the collaboration has proven to be a significant success in boosting the airline's visibility and favorability. One of the key elements of the partnership from a fan awareness point of view is the title sponsorship of the NBA in-season tournament, which was rebranded to Emirates NBA Cup. With the Emirates NBA Cup Championship taking place tonight, new data from YouGov BrandIndex highlights how the collaboration has propelled Emirates to record highs in brand Awareness and Impression among US NBA fans.
Awareness Reaches New Heights Among NBA Fans
The partnership, which has seen Emirates branding integrated into various NBA platforms, including broadcasts and referee jerseys shortly after the 2024 All-Star Game, has led to unprecedented gains in Awareness, particularly among basketball enthusiasts. On January 1, 2024, Emirates' awareness among NBA fans was 55.4%. Fast forward to April, and this number surged to an all-time high of 64.6% on April 7, 2024.
This near 10-percentage-point leap demonstrates the strategic success of the Emirates NBA Cup in boosting recognition among a highly engaged audience. For the general US adult population, awareness also remained solid, averaging 54-55% during the partnership period, showcasing Emirates' ability to maintain broad appeal while focusing on the NBA fanbase.
Positive Impressions: A Slam Dunk
The Impression score, which reflects the net perception of a brand (calculated as the percentage of those who have positive impressions of a brand minus those who have negative impressions), has also risen sharply among NBA fans. Emirates’ Impression score among NBA fans stood at 15.9 late last year. This steadily increased throughout 2024, reaching a peak of 33.8 on October 26, 2024, and has stayed over 30 ever since.
This growing favorability highlights the resonance of Emirates' premium branding and its association with the NBA.
Emirates Secures Top Consideration Among NBA Fans
One of the most notable impacts of the sponsorship is its effect on Consideration—a key indicator of future customer intent. At 14%, Emirates ranks as the sixth-most considered airline brand among NBA fans, a significant achievement in a competitive market. Meanwhile, among the general US adult population, Emirates ranks 10th in Consideration rates, with 8% of all respondents saying they would consider booking with the airline the next time they purchase tickets.
These rankings underscore how Emirates' presence in the NBA ecosystem is not only improving visibility but also driving real intent to purchase.
A Winning Strategy for Emirates
The Emirates NBA Cup partnership has solidified the airline's place in the minds of NBA fans, delivering measurable gains in awareness, perception, and consideration. By aligning itself with one of the most beloved sports leagues, Emirates has capitalized on the passion and loyalty of basketball enthusiasts, achieving meaningful brand growth.
Methodology: YouGov BrandIndex collects data on thousands of brands every day. Emirates' Awareness score is based on the question: Which if any of the following brands have you ever heard about? Scores represent a percentage of consumers who selected the brand. Scores are based on an average daily sample size of 1897 US adults and 413 NBA fans. Data was collected between Dec 16, 2023 to 14 Dec, 2024. Figures are based on a 4-week moving average. Learn more about BrandIndex.