Ultra low-cost air carrier Flair Airlines has established a partnership to become the official airline of Canada Basketball.

As part of the new sponsorship, Flair will be the preferred airline for all Canada Basketball age-group players, coaches, officials and staff during travel. Flair will also run halftime fan shot activations at every national team home game.

“As Canada enters a golden era for the game, we’re honoured to provide basketball players of all ages, and their families, with opportunities to travel to their next training camp, game or tournament through our new partnership with Canada Basketball,” said Nelson Phillips, VP of marketing and communications at Flair.

Flair previously worked with Canada Basketball on event-level sponsorships, such as the Global Jam Fives tournament last summer. This year, as part of its new partnership, Flair will also be the presenting sponsor of the Global Jam Festival in Toronto. The event combines local art with basketball, including the 3×3 Canada Quest National Championships and celebrity charity game – Flair will support Canada’s national teams at the event with front of jersey visibility for the men’s and women’s teams, as well as digital contesting.

Canada Basketball’s other major corporate sponsors include Nike, Gatorade and Toyota.