AIDA Partners With Orlando Magic to Expand Sports Reach

The AIDA logo on a cruise ship's funnel
The Americas Corporate News Cruise Industry
By
Updated Published

AIDA Cruises is broadening its international sports presence through a new partnership with the NBA’s Orlando Magic, as the German cruise line increases its focus on entertainment-led brand exposure.

The collaboration is launching alongside the Magic’s European appearances in January, supporting the team’s ongoing efforts to grow its global fan base and strengthen partnerships linked to major international events. For AIDA, the agreement marks its first partnership in U.S. professional basketball and provides an opportunity to engage with a wider, younger, and more diverse sports audience.

A central element of the partnership is AIDA’s participation in “Magic Kiez” in Berlin, taking place from January 10 to 15, 2026. The fan-focused event, organized by the Orlando Magic, will feature AIDA alongside other partners, offering interactive experiences aimed at connecting basketball fans with the brand.

Planned activities include:

  • fan photo opportunities
  • on-site appearances by AIDA’s mascot Dodo
  • basketball giveaways for visitors
  • a sweepstake promotion
  • the AIDA Kissing Station, designed to create memorable and shareable fan moments

Another key moment is scheduled for January 15, when Orlando Magic legend Marcin Gortat is expected to attend Magic Kiez for autograph signings and photo sessions.

AIDA said the partnership aligns closely with the values the company wants to reflect through its 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 agreement as a new step for the company within the international basketball scene.

The Orlando Magic partnership builds on AIDA’s expanding involvement in the sport. Since the start of the 2025–2026 season, the cruise line has served as an official partner of the easyCredit Basketball Bundesliga and the German Basketball Federation. AIDA has also supported the Rostock Seawolves for several years, with a focus on youth development and regional community engagement.

According to the company, basketball represents a strategically important platform for long-term brand positioning, combining live events, strong fan communities, and high-energy entertainment. AIDA said it plans to continue expanding its basketball-related activities throughout 2026 with additional partnerships and activations.