El Al Israel Airlines has announced a brand partnership with Israeli AmericanBasketball player, Deni Avdija. The partnership is the first-of-its-kind with EL AL, kicking off with a video, digital and print campaign where Deni will be prominently featured. This campaign will launch today and will run throughspring 2027 and will be available on Hulu, Prime Video, Disney, Roku TV, Meta, Google as well as YouTube.

In the advertisement, Deni proudly displays his life in America, showcasing his time spent on and off the court, and how EL AL Airlines seamlessly fits into his routine. Throughout the video, everyday moments aboard EL AL are woven together with powerful symbols of Israeli identity, illustrating how the airline has become more than a journey for Deni – it is a place where he feels connected, welcomed and at home.

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