The German cruise line AIDA Cruises is expanding its international sports footprint with a new partnership in professional basketball, teaming up with the NBA’s Orlando Magic as the cruise line pushes deeper into entertainment-driven brand exposure.
The partnership launches around the Magic’s European appearances in January, as the organization continues to grow its international fan engagement platform and strengthen partnerships tied to major global events. For AIDA, the partnership represents a premiere in U.S. professional basketball and a chance to connect with a broader, younger, and increasingly diverse sports audience.
Fan activations in Berlin
A key part of the rollout is AIDA’s presence at “Magic Kiez” in Berlin (Jan. 10–15, 2026), a fan-focused event initiated by the Orlando Magic. Throughout the week, AIDA will appear alongside other team partners with interactive experiences designed to bring basketball fans closer to the brand.
Planned activations include:
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fan photo opportunities
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on-site appearances by AIDA’s mascot Dodo
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basketball giveaways for visitors
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a sweepstake promotion
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the AIDA Kissing Station, built around creating memorable, shareable moments for fans
Another highlight is set for Jan. 15, when Orlando Magic legend Marcin Gortat is expected to join Magic Kiez for autographs and photos.
“Basketball stands for community”
AIDA says the partnership fits naturally with the values it wants associated with the brand.
“Basketball stands for community, emotions, and enthusiasm — values that perfectly align with AIDA Cruises,” said Alexander Ewig, Senior Vice President Marketing & Sales at AIDA Cruises, describing the partnership as a new step for the company in the international basketball environment.
A broader basketball strategy
The Orlando Magic partnership builds on AIDA’s growing commitment to the sport. Since the start of the 2025/2026 season, AIDA Cruises has been an official partner of the easyCredit Basketball Bundesliga (BBL) and the German Basketball Federation (DBB). The company has also supported the Rostock Seawolves for several years, with an emphasis on youth development and regional community ties.
AIDA says basketball is a strategically important space for long-term brand positioning, blending live events, fan communities, and high-energy entertainment — and the company plans to continue its basketball presence throughout 2026 with additional activations and partnerships.
