Dubai: Emirates and Real Madrid have announced a multi-year partnership that makes Emirates the Official Main Sponsor of the Spanish professional basketball club. The partnership will commence immediately. As part of the agreement, Emirates’ ‘Fly Better’ branding will prominently feature on the jerseys consistent with its presence on both the men’s and women’s football teams. The latest partnership with Real Madrid Basketball marks Emirates’ European basketball debut, as the airline expands its global footprint in the sport, reinforcing its mission to bring fans closer to the game.

Real Madrid is the only European sports club to have become the European champions in both football and basketball in the same season.

Tim Clark, President Emirates Airline, said: “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.

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.”

Official Main Sponsor of Real Madrid Basketball

Emirates’ signature ‘Fly Better’ branding will feature on all player jerseys, training kits, and team staff apparel. The partnership will also provide Emirates with prominent branding opportunities at Movistar Arena Madrid Stadium, including scoreboard visibility and virtual in-arena signage; hospitality opportunities and ticketing; social media and marketing rights to develop global campaigns; as well as advertising rights. Emirates will also enjoy presence at other major league events such as Spanish Liga ACB, EuroLeague, and Spanish Cup Copa del Rey.

The airline will also have access to the basketball facilities at the Ciudad Real Madrid Training Complex to host exclusive behind-the-scenes visits for hospitality guests, player meet and greets, and an opportunity to organise bespoke youth clinics with prominent legends. 

A longstanding commitment to basketball

From grassroots clubs, international leagues, all the way to the NBA, Emirates has championed basketball for over three decades. In 2024, Emirates and the NBA announced a landmark multiyear global partnership, making the airline the Official Global Airline Partner of the NBA and inaugural title partner of the Emirates NBA Cup. Emirates also became the first-ever referee jersey patch partner.

The airline has also supported the UAE Basketball Association and the Dubai International Basketball Championship for nearly 30 years. Emirates has also sponsored the 2014 FIBA World Championship in the UAE, and Emirates-sponsored teams have claimed seven International Basketball Championship titles. Emirates also currently sponsors the Beirut Basketball Club.

In Spain, Emirates continues to  be a proud sponsor of Real Madrid and annual ATP tournaments - Mutua Madrid Open and Barcelona Open Banc Sabadell.

Emirates currently operates 28 weekly flights to Spain, including 14 weekly flights to Madrid; and 14 weekly flights to Barcelona, including 7 weekly flights from Dubai to Mexico City via Barcelona.