Dubai-based Emirates is turning basketball fever into an onboard experience by rolling out NBA Cup-themed meals across all cabins on flights to North America from 9 December 2025. The initiative stems from the airline’s multi-year global partnership with the National Basketball Association announced earlier this year.
Economy passengers can expect game-day favourites such as gourmet pepperoni pizza slices and chocolate-cookie sandwiches, while Business Class travellers will find buffalo-style chicken tenders and mac-and-cheese served popcorn-style. First-Class guests will be treated to Wagyu sliders and passion-fruit tarts in the Dubai lounges before boarding.
![Emirates launches NBA-themed inflight menus on US and Canada routes]()
For corporate mobility planners, the promotion underscores how carriers are differentiating the long-haul experience at a time when premium-cabin demand from the UAE to the US tech corridors and Canadian resource hubs is rebounding. Themed service is scheduled to run through the NBA Cup finals in February 2026, coinciding with peak expatriate home-leave traffic.
Beyond branding, Emirates is leveraging the campaign to boost take-up of its upgraded ICE entertainment system, which now streams condensed replays and classic NBA games, accessible via seatback screens and the airline’s app.
Travel buyers negotiating corporate contracts should note that the NBA activation is limited to select US and Canadian gateways; however, connecting passengers from Europe and Asia via Dubai will also receive the themed service, enhancing the appeal of one-stop routings through DXB.
Economy passengers can expect game-day favourites such as gourmet pepperoni pizza slices and chocolate-cookie sandwiches, while Business Class travellers will find buffalo-style chicken tenders and mac-and-cheese served popcorn-style. First-Class guests will be treated to Wagyu sliders and passion-fruit tarts in the Dubai lounges before boarding.
For corporate mobility planners, the promotion underscores how carriers are differentiating the long-haul experience at a time when premium-cabin demand from the UAE to the US tech corridors and Canadian resource hubs is rebounding. Themed service is scheduled to run through the NBA Cup finals in February 2026, coinciding with peak expatriate home-leave traffic.
Beyond branding, Emirates is leveraging the campaign to boost take-up of its upgraded ICE entertainment system, which now streams condensed replays and classic NBA games, accessible via seatback screens and the airline’s app.
Travel buyers negotiating corporate contracts should note that the NBA activation is limited to select US and Canadian gateways; however, connecting passengers from Europe and Asia via Dubai will also receive the themed service, enhancing the appeal of one-stop routings through DXB.
