Los Angeles is buzzing as the NBA All-Star Weekend kicks off, promising a spectacle of basketball and brand activations. This year’s events begin Friday with the Castrol Rising Stars game, followed by the Kia Shooting Stars, State Farm 3-Point Contest, and AT&T Slam Dunk Contest on Saturday. The weekend culminates Sunday with a new U.S. vs. the World All-Star game format.
Brands Score Big with Immersive Fan Experiences
More than 60 brands are participating in the festivities, going beyond traditional signage to create impactful experiences for fans.
With a premier live event drawing massive crowds, the NBA All-Star Weekend has become a magnet for advertisers. Lauren Sullivan, senior vice president, head of marketing partnerships at the NBA, emphasized that successful integrations go “way beyond just having a visible brand presence in signage and out of home around the venues.” The key, she noted, is for brands to lean into their unique offerings.
NBA Crossover, an immersive fan event at the Los Angeles Convention Center from Thursday to Sunday, exemplifies this approach. Around 40 brands are building expansive activations, including Xfinity’s immersive “X Vault” experience, Ruffles’ trick-shot challenges, and CeraVe’s debut with a barbershop experience.
Leaning Into Culture
Brands are increasingly focused on creating meaningful impact during All-Star Weekend, reflecting a shift towards cultural relevance. Sullivan explained that this year, partners are particularly focused on “fashion, music, art, and entertainment” due to the current market landscape.
American Express is partnering with Fanatics Real Vintage to offer a curated collection of vintage NBA merchandise in a vault-inspired experience. DoorDash is expanding its “In Your Bag” campaign with a hands-on activation at Crossover, allowing fans to design their own mini DoorDash bags while NBA stars like Tyrese Maxey, Rip Hamilton, and Stephon Castle make appearances.
Retail activations are also prominent, with Adidas partnering with Foot Locker for an Anthony Edwards experience featuring the release of the Anthony Edwards 2 shoe. PUMA has teamed up with Universal’s Fast and Furious franchise and NBA star LaMelo Ball for an exclusive collection, and KITH is showcasing its first multi-team collection with the NBA.
Brands Go Global
The NBA’s new All-Star format, pitting the USA against the World, is prompting brands to expand their international reach. Sullivan noted that the “ecosystem of our partnership business…is becoming more global in nature,” with brands like Emirates, Tissot, and Anheuser-Busch activating worldwide.
Emirates, the Official Airline Partner of the NBA, is spotlighting Team World players during the weekend. Converse is featuring international players like Shai Gilgeous-Alexander, bringing their stories to life through products and experiences.
Giving Back to the Community
Brands are also demonstrating a commitment to social responsibility. Foot Locker will serve as an Associate Partner on AT&T’s HBCU Classic and donate $25,000 to each participating school. Evernorth will host a Total Health walk and offer free skin cancer screenings, and State Farm, the Title Partner of the NBA 3-Point Contest, is donating $15,000 to Habitat for Humanity for every “made deep shot.”
Gatorade, the Official Sports Drink of the NBA, is teaming up with Lakers star and Gatorade athlete Luka Dončić to support his foundation. The weekend will also feature concerts by Ludacris, Shaboozey, and Two Friends, a wine tasting with Kendall-Jackson, and interactive technology activations, including an AI-powered “Search Bar” created by Google at NBA Crossover.
“The volume of touch points for fans…is what I typically walk away from the weekend thinking,” Sullivan said. “Wow, how did we just do all of that?”
