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Tag: Emirates

  • Prime time for hoops as NBA lands on Prime Video in slam-dunk global deal

    Prime time for hoops as NBA lands on Prime Video in slam-dunk global deal

    MUMBAI: The courts are going digital and Prime Video is making the first move. In a slam-dunk announcement for basketball fans across India, Prime Video has unveiled the official logo for its upcoming coverage of the NBA, marking a major play in the global sports streaming arena. Starting October 2025, hoops action will stream straight to your screens no extra charges, no cable required.

    This follows Prime Video’s landmark 11-year media rights agreement with the NBA, making it the exclusive destination for 67 regular-season games each year, along with knockout matches from the Emirates NBA Cup and the Play-In Tournament. The deal also includes select playoff games and the Conference Finals in six out of the 11 seasons, an unmissable lineup for Indian fans.

    But wait, there’s more. Starting in 2026, the platform will tip off its WNBA coverage too, streaming 30 regular-season games and exclusive playoff matchups, including three WNBA Finals over the course of the agreement.

    With this move, Prime Video becomes more than just a platform, it becomes a prime court-side seat. NBA legends and Hall-of-Famers like Dwyane Wade, Steve Nash, Dirk Nowitzki, Blake Griffin and Udonis Haslem will join sports journalist Taylor Rooks for a studio show filled with insights, stories, and signature style. WNBA star Candace Parker will bring her expertise to both NBA and WNBA coverage, making the lineup as star-studded off court as it is on.

    Basketball fans who want even more can access NBA League Pass via Prime Video as a third-party add-on, giving them access to an extended buffet of live and on-demand action.

    From fast breaks to buzzer beaters, Prime Video is set to transform sports streaming in India, one triple-double at a time.

  • Foreign brands bowl over India as IPL turns global advertising pitch

    Foreign brands bowl over India as IPL turns global advertising pitch

    MUMBAI: As the Tata IPL 2025 continues to bowl over audiences with record-breaking viewership, it’s not just the players on the pitch who are playing for high stakes. Global brands are stepping up to bat, making India’s biggest sporting spectacle their preferred launchpad for business growth and JioStar’s broadcast and digital platforms their prime ad real estate.

    Joining the international sponsor squad this season is Danube Properties, coming on board as a ‘co-powered by’ sponsor on Star Sports, and Lattafa Perfumes, which becomes the first international retail brand to advertise on JioStar’s cricket coverage. Their presence signals a wider trend: cricket is no longer just India’s game, it’s the world’s marketing playground.

    In recent seasons, JioStar has attracted heavyweights like Etihad, Emirates, Disney Cruise Line, DP World, Qatar Airways, Turkish Airlines, Saudi Tourism, and more. Sectors like real estate, aviation, and tourism have taken centre stage, capitalising on cricket’s pan-India reach and its increasing influence in Tier 2 and Tier 3 cities.

    JioStar chief business officer for sports revenue SMB & creator Ishan Chatterjee said, “Cricket in India is no longer just a national obsession, it’s a global advertising stage. We’re seeing international brands increasingly turn to JioStar as a gateway to scale, status, and cultural relevance. These partnerships go beyond awareness; they’re delivering real business outcomes, from lead generation to brand affinity in one of the world’s most dynamic markets.”

    Danube Properties founder and chairman Rizwan Sajan said, “Danube Properties is thrilled to partner with Star Sports this year on the Tata IPL. India is one of the biggest markets for Danube Properties, and there isn’t a better medium than Star Sports and the Tata IPL to maximize our reach. The Tata IPL takes place during one of the busiest periods in our investment cycle for both commercial and residential properties and being able to reach that scale of high-net-worth individuals within just two months gives our business a significant boost. This association continues to be a key driver of investor interest, making it easier than ever to own a property in Dubai. It has been a truly impactful association, and we look forward to even greater success ahead.”

    Danube’s campaign is cleverly timed with one of their busiest investment cycles, tapping into IPL’s ability to deliver scale within just a few weeks.

    India’s evolution into a premium consumption hub has turbocharged this trend. It’s now one of the top five global source markets for airlines, a significant base of NRI property buyers, and a high-spending outbound tourism segment. For global brands, India is not just a pit stop, it’s the prize.

    And as JioStar transforms cricket coverage into a blend of sports and sophisticated storytelling, it’s offering more than just visibility,  it’s delivering leads, loyalty, and legacy. In the grand theatre of the IPL, it’s not just sixes that soar, so do global ambitions.

  • Sky’s the limit Maxposure buys XR trailblazer Neutral Digital for tech lift

    Sky’s the limit Maxposure buys XR trailblazer Neutral Digital for tech lift

    MUMBAI: Inflight entertainment just got a futuristic facelift with a dash of CGI and a lot of XR. Maxposure Limited, known for keeping airline passengers engaged at 30,000 feet, has acquired London-based immersive tech specialist Neutral Digital in a move that promises to upgrade more than just seatback screens.

    With clients like Indigo and Air India already on board, Maxposure has long been a go-to for aviation content and tech solutions. But this latest deal plugs the brand into a whole new dimension, literally. Neutral Digital is a rising force in XR-driven aviation experiences, with a glittering clientele including Boeing, Airbus, Emirates, and British Airways. From training modules to interactive customer journeys, they’ve been building digital flight decks long before the metaverse made it cool.

    As part of the deal, Maxposure will invest in Neutral Digital’s tech and growth while letting the company keep its independent identity. That means more immersive content, smarter integrations, and cross-selling possibilities that would make even seasoned frequent flyers look up from their screens.

    Maxposure founder and CEO Prakash Johari commented, “This marks a transformative chapter for Maxposure. By combining our aviation-focused solutions with Neutral Digital’s capabilities, we’re revolutionising passenger experience with next-generation inflight technology that doesn’t just meet airline requirements; it anticipates them. This integration positions us at the forefront of creating immersive, seamless experiences that redefine what’s possible in the skies.”

    Neutral Digital CEO Christian Grou added, “The digital world is rapidly moving towards the third dimension, and we are at the forefront of that revolution. This partnership accelerates our vision and strengthen s our ability to deliver transformative solutions to airlines worldwide.”

    Together, the two firms are setting out to redefine how airlines engage with passengers whether that’s through mind-bending cabin visualisations, next-gen inflight interfaces, or storytelling that doesn’t just entertain, but immerses. Buckle up, aviation’s digital future just got a serious upgrade.
     

  • Emirates brings NBA Cup to New York to kick off tournament

    Emirates brings NBA Cup to New York to kick off tournament

    Mumbai: The Emirates NBA Cup trophy arrived in New York to mark the start of the Emirates NBA Cup 2024, following its journey from Dubai. As the official global airline partner of the NBA and inaugural title partner of the Emirates NBA Cup, Emirates transported the trophy aboard an Airbus A380 featuring an NBA-themed livery. The tournament began on 12 November and will culminate with the championship game on 17 December in Las Vegas.

    NBA legend James Worthy accompanied the trophy, which was handed to NBA commissioner Adam Silver and Emirates senior VP Thierry Aucoc upon arrival in New York. The flight featured basketball-themed cabin décor across all classes, with NBA-branded food served in special packaging and live NBA games available on the in-flight entertainment system, ice. Passengers in first and business class enjoyed exclusive NBA-themed snacks and a chance to socialize with worthy in the onboard lounge.

    From now until 17 December, customers flying to and from 13 U.S. and Canadian cities will experience NBA-themed services, including co-branded headrests, NBA-inspired meals, and live game streaming on flights. Emirates lounges in select cities will feature NBA-themed menus. Passengers also received commemorative memorabilia such as limited-edition NBA replica aircraft models, luggage tags, and photo frames.

    Additionally, basketball fans can purchase NBA merchandise, including replica aircraft models, from the Emirates official store. The Emirates NBA Cup continues with group play matchups, including the San Antonio Spurs vs. the Los Angeles Lakers and the Memphis Grizzlies vs. the Golden State Warriors.

  • Emirates names global airline partner of the NBA and title partner of the Emirates NBA Cup

    Emirates names global airline partner of the NBA and title partner of the Emirates NBA Cup

    Mumbai:  Emirates and the National Basketball Association (NBA) today announced a multiyear global marketing partnership naming Emirates the Official Global Airline Partner of the NBA.  The collaboration also makes Emirates the inaugural title partner of the NBA Cup, previously named the NBA In-Season Tournament, as well as the first-ever referee jersey patch partner of the NBA.

    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 Sunday, 18 February at 8:00 p.m. ET on TNT.

    “We are proud to establish a global marketing partnership with the National Basketball Association to become its Official Global Airline Partner,” said Emirates Group chairman and chief executive Sheikh Ahmed bin Saeed Al Maktoum  “This collaboration will also see Emirates become the league’s first referee jersey patch partner and the inaugural title partner of the NBA Cup.  With basketball’s popularity around the world, we are excited to work with one of the most globally recognized and prestigious professional leagues.  The NBA is a valuable addition to our sponsorship portfolio as it allows us to connect with a vast global fanbase, including in the U.S., where the game is an integral part of the country’s sports culture.”

    “Emirates is a world-class airline that shares our commitment to engaging fans around the world in new and creative ways,” said NBA deputy commissioner and chief operating officer Mark Tatum.  “As basketball continues to be recognized as the fastest growing sport globally, this collaboration will showcase the excitement of the NBA to the millions of people who fly Emirates every year.”

    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 collectables, 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 73 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.

    Emirates has been a longstanding supporter of basketball in the region for almost 30 years, helping to connect with avid fans of the popular sport in the UAE and Lebanon, and providing a platform to highlight the best and brightest stars.

    Emirates’ global sponsorship portfolio includes partnerships with top sporting clubs, tournaments, high-profile cultural events, and more. Emirates’ association with the NBA will support the airline’s efforts to reach a huge fanbase in the U.S. and worldwide through a shared passion for the sport of basketball.

    Emirates currently offers services to 12 U.S. gateways, including Boston Logan International Airport (BOS), New York’s John F. Kennedy International Airport (JFK), Los Angeles International Airport (LAX), Houston’s George Bush Intercontinental Airport (IAH), Chicago’s O’Hare International Airport (ORD), Washington D.C.’s Dulles International Airport (IAD), Seattle Tacoma Airport (SEA), Newark Liberty International Airport (EWR), Dallas-Fort Worth Airport (DFW), San Francisco International Airport (SFO), Miami International Airport (MIA) and Orlando International Airport (MCO).

  • One in ten Indian consumers only book from airlines where they are a loyalty member

    One in ten Indian consumers only book from airlines where they are a loyalty member

    Mumbai: The latest YouGov survey research shows that more than half of urban Indians (54 per cent) are members of at least one airline loyalty program.

    About a quarter (25 per cent) are members of Air India Flying Returns – by far the most popular airline loyalty club – followed, at a distance, by Emirates
    Skywards (11 per cent).

    Foreign airline loyalty programs

    Qatar Airways Privilege Club (9 per cent) and Singapore Airlines / Scoot KrisFlyer (8 per cent) are as popular among consumers as are some domestic programs, namely Club Vistara by Vistara Airlines and SpiceClub by Spicejet (8 per cent each).

    The top three loyalty programs are notably more popular with men than women.

    Among the age groups, Air India Flying Returns appears to be more popular among the millennials (at 29 per cent) as compared to others but Emirates Skywards has
    a stronger resonance with GenZ (at 14 per cent).

    When asked about the top two benefits they most appreciate about being an airline loyalty club member, three in ten (29 per cent) highlight being able to redeem
    their miles for discounted / free flights as a top perk.

    About a quarter (26 per cent) value airport lounge access
    as a top advantage followed by additional luggage allowance, hotel deals and dedicated customer service (at 18 per cent each).

    Seat upgrades (15 per cent), cost-saving deals on retail purchases (13 per cent), and priority boarding (13 per cent) are the next most popular advantages.  

    While airport lounge access is more important to men than women (29 per cent vs 22 per cent), dedicated customer service appeals more to women than men (20 per cent vs 15 per cent).  

    Finally, when airline loyalty program members were asked how they typically decide on international flight bookings, over a third (36 per cent) said they start
    by searching for flights that fit their travel schedule and choose the most attractive option irrespective of their loyalty program membership.

    However, a fifth (20 per cent) look for airlines that fit their schedule but prioritise ones where they are loyalty members.  

    One in six (16 per cent) start by searching among airlines where they are a loyalty member – with 11 per cent saying they will typically choose between flights offered
    by such airlines only. 

  • Brands with most integrated marketing plans to win as cricket season heats up

    Brands with most integrated marketing plans to win as cricket season heats up

    MUMBAI: Franchises, brands, broadcaster and most importantly the fans were left delighted on Tuesday as news trickled in that the Indian Premier League 2019 will be played entirely in India. The Board of Control for Cricket in India (BCCI) also announced that the 12th edition of the cash-rich league will commence from 23 March 2019.

    This is the first time since the inception of the IPL that all its matches will be played in India during a general election year. In a sense, this is a testament to the humongous popularity of the cash-rich league. It must be noted that the entire 2009 edition was moved to South Africa, while in 2014, some matches were played in the UAE.

    Season 11 of the IPL was a runaway success on every front. Broadcaster Star India leveraged 17 of its channels, including Star Plus and Star Gold, to make the finals a smash hit. It was aired in eight languages including Hindi, English, Tamil, Telugu, Bengali, Kannada, Marathi and Malayalam.

    Last year, the IPL was broadcast in six different languages – Hindi, English, Tamil, Telugu, Kannada, and Bengali. While Star was unable to get full-fledged Telugu, Kannada and Bengali channels up and running at that time, it ensured that viewers from these regions didn’t miss out on the experience. It aired the matches on Suvarna Plus (Kannada), Maa Movies (Telugu) and Jalsha Movies (Bengali).

    The thrilling final powered the network’s growth by 34 per cent with 52.9 million average impressions. The final between Chennai Super Kings and SunRisers Hyderabad was produced with 11 live feeds across the TV network and Hotstar.

    Brands have long recognised the power and popularity of cricket in India.  However, with video proliferation and regional language market expansion, more avenues seem to have opened up for the marketers to position their products.

    With India kicking off the year with a historic 2-1 Test series win against Australia, 2019 could be the year the nation is hooked on to cricket like never before.

    PwC India partner- media, entertainment and sports Raman Kalra says, “India is always a cricket hungry nation and will always continue to be cricket loving nation. A lot of diversified brands will be seen participating. The important thing is how they weave this story into a much more deeply integrated marketing plan. It is not just about running one campaign or two campaigns, can they really integrate the storyline throughout the ATL and BTL and do something beyond what is being done.”

    Barring series (ongoing Australia versus India and West Indies versus India in the month of July and August) Star is bound to be the home of cricket for India’s cricket-loving public.

    The broadcaster’s offering in 2019 commences with New Zealand versus India series followed by Australia’s visit to India, followed by the IPL and the all-important 50-over ICC Cricket World Cup among others.

    Sports advertising expenditure is largely driven by cricket with other sports contributing a minor share. According to India Sports Sponsorship report 2018 by ESP properties and SportzPower, media spending in sports as a whole grew 15.8 per cent from Rs 3511 crore ($ 516 million) to Rs 4065 crore ($ 616 million), driven even more strongly in 2017 by Television On Air, which grew an incredible 42.7 per cent from Rs 2376 crore ($ 348 million) to Rs 3379 crore ($ 512 million). The other reason for sports adex increase is the annual increase in ad rates, especially on IPL.

    “The crux would be which brand has the most integrated marketing plan and go beyond the TV, digital campaign to engage with the audience and convert them into fans,” Kalra adds.

    The marquee cricket season is also an opportunity for new brands to tap into a wider audience and amplify their reach and communication.

    Some of new brands that associated with the IPL last season were AMFI, Asian Paints, Berger Paints, Blue Star, Ceat Tyres, Crompton, Dollar, Ford, Haier, Luminous, Pidilite, Sleep Well, Vanessa, Vimal Pan Masala and Voltas joined the existing ones like Vivo, Colgate, Amul, Dream11, Elcia, Kent, Parle Agro, Polycab to name a few.

    When it comes to the big ICC events, the likes of Oppo, Nissan, MRF Tyres, Emirates, Uber, Bira, Dream11, and Royal Stag do not miss a chance to grab the audiences’ attention.

    Some industry experts believe that advertisers could be looking at an option that includes featuring both during the IPL and the World Cup as part of a combo deal.

  • Prasar Bharati to work with Emirates News Agency in programming and news

    Prasar Bharati to work with Emirates News Agency in programming and news

    NEW DELHI: Prasar Bharati and Emirates News Agency have agreed to strengthen ties through mutual exchange of programmes and news.

    This was one of the 14 memorandums of understanding signed to coincide with the visit of Abu Dhabi Crown Prince Sheikh Mohammed bin Zayed Al Nahyan to India.

    The MoU between Prasar Bharati and the Emirates News Agency will also exchange best practices to improve each other’s functioning.

    The Crown Prince is the Chief Guest at the Republic Day Parada where a unit of the UAE forces will also take part.

  • Prasar Bharati to work with Emirates News Agency in programming and news

    Prasar Bharati to work with Emirates News Agency in programming and news

    NEW DELHI: Prasar Bharati and Emirates News Agency have agreed to strengthen ties through mutual exchange of programmes and news.

    This was one of the 14 memorandums of understanding signed to coincide with the visit of Abu Dhabi Crown Prince Sheikh Mohammed bin Zayed Al Nahyan to India.

    The MoU between Prasar Bharati and the Emirates News Agency will also exchange best practices to improve each other’s functioning.

    The Crown Prince is the Chief Guest at the Republic Day Parada where a unit of the UAE forces will also take part.

  • Nimbus Sports and the million dollar deals

    Nimbus Sports and the million dollar deals

    MUMBAI: Many will agree that with new sporting leagues making in-roads in the country in 2014, the business perception towards each of these sports have also changed. The size of ticket sales has swelled up and so has the viewership patterns on TV- at least for a few.  There have also been some interesting million dollar sponsorship deals that sports management companies have been brokering for tournaments and franchises, beyond cricket. One such company is Nimbus Sports which is the sports marketing division of Nimbus Communications.

     

    Nimbus Sport has been involved in managing rights transactions worth over US$ 2 billion to date, claims its website. According to sources, it currently has an extensive golf portfolio worth $3.5 million which includes the Hero National Open. The National Open which will be in its 51st edition in 2015, will be moving towards the European tour for the first time, making it the only European Championship in the South East Asia region.  

     

    The championship will have prize money of $1.5 million. Nimbus has signed the deal with Hero as the title sponsor for three years and is valued at close to $3 million. The tournament will be held from 16 to 22 February 2015. Ten Sports is the broadcaster for the European tour in India. The championship will have 50 global broadcasters delivering 650 plus broadcasts with a combined excess reach of 530 million household across six continents, says a source close to the development.

     

    Other sponsors who have come on board for the Open are international brands like Emirates, Rolex, and EP World through three season deals.  Industry experts peg these deals at quarter million dollar each.

     

    Adding to this is another golf property, the Vodafone Tee Walk. In January 2014, the business arm of Vodafone India, Vodafone Business Services appointed Nimbus Sport to manage the corporate golf series. It was held across four cities and is currently in its sixth edition. To enhance the overall experience, the company introduced mobile apps and swing analysis. The series was telecast on Neo Sports.

     

    For the ongoing Hero Indian Super League, the company was the official representative of commercial negotiations for Atletico de Kolkata. As part of the deal it helped the team gain a principal sponsor with telco Aircel. This deal is pegged at $1 million for a single year with the right to renew it further.

     

    On the international front, early this year, Nimbus claimed to be the first Indian agency to broker an international deal with premier football club, Liverpool FC and XOLO.  This was the clubs first regional marketing partnership in India. According to sports experts, it is a two and a half season deal worth $1 million per year. The deal offered Indian fans to enjoy content from the club on their handsets, merchandise and the chance to meet former and current players from the club.

    Says a brand consultant  who comments on this deal, “XOLO could have partnered with better known club like Manchester United but by partnering with Liverpool it wanted to be seen as a challenger to the existing order.”

     

    Speaking on the nature of such deals, an industry expert on condition of anonymity comments, “These are not just plain vanilla deals but custom made opportunities for brands to invest. The Aircel deal indicates a region wise targeting, as the brand seems to push for a local connect. The landscape clearly is seeing business goals being integrated into better platforms not just for cricket, but other sports which are becoming popular.”

     

    The company plans to work with leagues like Champions Tennis League, International Premier Tennis League and Formula 1 teams in the coming years.  Some of the deals could see bearing fruit by 2015 or 2016. Sources say, it was approached by Pro Kabaddi League teams this year but much could not be done as they were offered a turnaround time of 15 days which was too short. But in the coming years it seeks to tap on the growing ecosystem.