Houston Rockets and ITA Airways Launch International Marketing Partnership

HOUSTON, Nov. 2, 2026 /PRNewswire/ -- The Houston Rockets and ITA Airways today announced a new international partnership, making ITA Airways, the Italian flagship airline and member of Lufthansa Group, an Official Partner of the historic NBA franchise. The agreement with the two-time NBA champion will strengthen ITA Airways' brand visibility in the U.S. through strategic brand placement during Rockets home games. The partnership will provide the airline with a valuable platform, enabling it to reach a broad and diverse audience and strengthen its presence in the American market through one of the world's leading sports stages.

"ITA Airways is known for the care it shows every guest, and our shared commitment to enhancing the guest experience makes this a natural fit," said Gretchen Sheirr, President of Business Operations for the Houston Rockets and Comets. "As basketball continues to grow around the world, this partnership gives us a great opportunity to connect with our fans in Italy and bring people together through a shared love of the game."

"Italy loves basketball and the NBA, and so we are proud to announce this new international partnership with the Houston Rockets. It's an important opportunity to strengthen ITA Airways' presence in the U.S. and Houston and bring more travelers and fans closer to Italy," said Joerg Eberhart, Chief Executive Officer and General Manager of ITA Airways. "We aim to create new opportunities to connect people, cultures and destinations while showcasing the airline, Italy, and its many attractions. Partnering with the Rockets represents a unique opportunity to engage with a broad and diverse audience and support our growth and commercial development objectives across North America."

The partnership supports ITA Airways' growth strategy in the U.S. and highlights the direct connection between Houston and Rome the airline's ninth destination in its North American network. Launched in May 2026, it is demonstrating its commercial potential, with the route exceeding expectations. In addition to Houston, the ITA Airways network in North America includes New York, Boston, Miami, Chicago, Washington, Los Angeles, San Francisco and Toronto.

An exciting program for fans is envisioned, coming to life through a range of marketing and communications activities on the court as well as on the Houston Rockets digital and social media channels, with the participation of Houston Rockets players and Legends. These initiatives will enable ITA Airways to reach a broad audience in the Houston metropolitan area and strengthen engagement with basketball fans. Fan-focused activations designed to bring American audiences closer to Italy through experiences that combine sports and travel. Initiatives will include promotional activities such as instant-win opportunities and access to premium experiences. The partnership will also engage Italian audiences through initiatives designed to introduce basketball fans to the Houston Rockets and strengthen the connection between the franchise, Rome and Italy.

Leveraging the Houston Rockets' international popularity and extensive fanbase, the partnership will enable ITA Airways to engage with a diverse audience, generate interest in its flight network and promote Italy as a travel destination for the U.S. market.

Known as Space City, Houston is an international metropolis characterized by extraordinary cultural diversity. This cosmopolitan spirit is also reflected in the identity of the Houston Rockets, whose fanbase extends well beyond Texas and reaches major metropolitan areas across the U.S.

About The Houston Rockets:
In October 2017, Tilman J. Fertitta assumed ownership of the National Basketball Association's Houston Rockets and operation of the team's home arena, Toyota Center, located in downtown Houston. In May 2026, the Women's National Basketball Association approved the relocation of the Connecticut Sun to Houston for the 2027 season, marking the return of the Houston Comets. The Rockets, who originated in San Diego and moved to Houston in 1971, are entering their 60th season as an NBA franchise and won back-to-back championships in 1993-94 and 1994-95.  The Comets were one of the original eight WNBA franchises and won the league's first four championships from 1997-2000.  Through the Clutch City Foundation, the Rockets and Comets utilize the power of basketball to transform lives and positively impact the Houston community.  For more information, please visit Rockets.com and HoustonComets.com.

About ITA Airways:
ITA Airways is the Italian reference carrier. The Company is 59% owned by the Ministry of Economy and Finance and 41% by Deutsche Lufthansa AG. ITA Airways operates both passenger and cargo air transport services, providing Italy with high-quality connectivity to international destinations, supporting tourism and foreign trade, as well as domestic connectivity within the Country, also leveraging integrated mobility. Through strong digitization of processes to ensure the best possible experience and personalized services, ITA Airways places customer service at the core of its strategy. Sustainability is one of the guiding principles of ITA Airways' Industrial Plan and encompasses the environmental, social and governance (ESG) dimensions. Key initiatives include the renewal of the fleet with next-generation aircraft, which can reduce fuel consumption and related CO ₂ emissions by up to 25% compared with previous-generation aircraft, an increasing focus on our people, and the progressive integration of sustainability principles across our internal processes. ITA Airways is a member of Star Alliance, the world's leading global airline alliance, connecting customers to a seamless travel experience across its member airlines worldwide.

SOURCE ITA Airways; Houston Rockets