Houston, November 2nd / PRNewswire / -- The Houston Rockets and ITA Airways announced today a new international partnership, making this Italian flagship airline, which is also a member of the Lufthansa Group, ITA Airways, the official partner of this historic NBA team.
According to this agreement reached with the two-time NBA championship teams, ITA Airways will enhance its brand awareness in the United States by conducting strategic brand displays during the Rockets' home games. Both parties stated that this collaboration will provide a valuable platform for the airline to reach a wide and diverse audience, and to strengthen its presence in the U.S. market by leveraging one of the world's leading sports venues.
The President of Business Operations for both the Houston Rockets and Comets, Gretchen Sheirr, stated: "Comets is known for its care for every guest, and our shared commitment to enhancing the guest experience makes this collaboration a natural fit. As basketball continues to grow globally, this partnership also provides us with an excellent opportunity to connect with fans in Italy and bring people together through our common love for the sport."
ITA Airways CEO and General Manager Joerg Eberhart stated: "Italy loves basketball, as well as NBA. Therefore, we are proud to announce this new international cooperation with the Houston Rockets. This is an important opportunity to strengthen ITA Airways's influence in the United States and Houston, and it also allows more travelers and fans to get closer to Italy. We hope to create new opportunities to connect people and cultures, as well as destinations, while showcasing this airline, Italy, and its many attractions. Cooperation with the Rockets represents a unique opportunity to interact with a wide and diverse audience and to support our growth and business development goals throughout North America."
Both parties stated that this cooperation supports the growth strategy of ITA Airways in the United States and also highlights the direct flight connections between Houston and Rome. Rome is the ninth destination in the airline's North American route network. The route was launched in May 2026 and has so far demonstrated commercial potential, with performance exceeding expectations. In addition to Houston, ITA Airways's destinations in North America also include New York, Boston, Miami, Chicago, Washington, Los Angeles, San Francisco, and Toronto.
Both parties have also planned an activity for fans, which will be implemented through a series of marketing and communication activities within the stadium, as well as through the digital and social media channels of the Houston Rockets. Players from the Houston Rockets and legendary figures from the team will also be involved. These measures will help ITA Airways reach a wide audience in the Houston metropolitan area and enhance interaction with basketball fans.
The announcement states that the fan event aims to bring American audiences closer to Italy by blending sports and travel experiences. The event will include instant win opportunities as well as access to premium experiences. This collaboration will also reach Italian audiences through various initiatives, introducing Houston Rockets basketball fans to the team and strengthening the connection between this team and Rome as well as Italy.
Both parties stated that by leveraging the international popularity of the Houston Rockets and their vast fan base, this collaboration will enable ITA Airways to interact with a diverse audience, increase market interest in their flight network, and promote Italy as a tourist destination to the American market.
The announcement states that Houston, known as the "City of Space," is an international metropolis with extraordinary cultural diversity. This international character is also reflected in the identity of the Houston Rockets, whose fan base extends beyond Texas to cover several major metropolitan areas in the United States.
About the Houston Rockets
Announcements revealed that in October 2017, Tilman J and Fertitta took over the ownership of the Houston Rockets team from the National Basketball Association (NBA), and were responsible for operating the team's home arena, Toyota Center, located in downtown Houston. In May 2026, the Women's National Basketball Association (WNBA) approved the relocation of the Connecticut Sun team to Houston, which will return for the 2027 season as the Houston Comets.
The Rockets were originally established in San Diego and moved to Houston in 1971. They are currently entering their 60th season as the NBA team and won back-to-back championships in the 1993-94 and 1994-95 seasons. The Comets were one of the original eight teams of WNBA and won the league's first four championships between 1997 and 2000. Through Clutch City Foundation, both the Rockets and the Comets use the power of basketball to change lives and have a positive impact on the Houston community. For more information, please visit Rockets.com and HoustonComets.com.
About ITA Airways
ITA Airways is a representative airline in Italy. 59% of the company's shares are held by the Italian Ministry of Economy and Finance, while 41% are held by Deutsche Lufthansa AG. ITA Airways operates passenger and freight air transportation services, providing high-quality connections to international destinations for Italy. It supports the tourism industry and foreign trade, and also enhances domestic connectivity within Italy through integrated transportation methods.
The announcement states that by vigorously promoting process digitization to ensure the highest possible quality of experience and personalized services, ITA Airways places customer service at the core of its strategy. Sustainable development is one of the guiding principles of ITA Airways's industrial planning, encompassing environmental, social, and governance (ESG) dimensions. Key initiatives include updating the fleet with a new generation of aircraft, which can reduce fuel consumption and related carbon dioxide emissions by up to 25% compared to the previous generation; at the same time, more attention is being paid to employees, and sustainable development principles are gradually integrated into internal processes. ITA Airways is also a member of Star Alliance, one of the world's leading airline alliances, committed to providing customers with a seamless travel experience through its network of global member airlines.
