NBA All-Star: Brands Skip Super Bowl & Olympics?

Despite a reported downward trend in viewership, brand interest in the NBA All-Star Game remains strong. More than 60 brands are expected to activate at this year’s event, held at the Intuit Dome in Los Angeles, potentially marking a record for sponsorship participation, according to Lauren Sullivan, SVP and head of partner management at the NBA.

A Growing Presence

The NBA All-Star Weekend has long been a popular event for brands, with marketers in 2024 describing it as the “crown jewel” and “the Super Bowl of the NBA.” This year, brands are employing familiar strategies to capture attention, including player partnerships, fashion collaborations and community-focused initiatives. Sullivan noted that brands that authentically connect with fans are the most memorable.

Did You Know? The 75th NBA All-Star Game will be played on February 15th at the Intuit Dome in Inglewood.

Player Partnerships in Action

Several All-Stars are slated for busy schedules beyond on-court activities. Foot Locker will host a multi-day experience featuring Jayson Tatum and Lonzo Ball. American Express will offer cardholders meet-and-greets with Norman Powell and Stephon Castle. AT&T’s “Dunk District” in Venice Beach will feature NBA legends Chris Paul, Baron Davis, and Jason Terry. Spotify has enlisted Cade Cunningham for its All-RapCaviar event.

Brands are increasingly focused on “authenticity” in their sponsorships, often by aligning with players’ interests outside of basketball. For example, AT&T will highlight reigning MVP Shai Gilgeous-Alexander’s fashion sense with a merchandise-focused experience, while Spotify chose Cunningham due to his connection to hip-hop culture.

The NBPA’s Role

Some brands are also collaborating with the National Basketball Players Association (NBPA). The NBPA is hosting a three-day “members-only pop-up” called Plyrs House, designed to be created by and for the athletes. Companies like NBA 2K, Canyon Ranch, Maker’s Mark, and Crowned Skin will have a presence at Plyrs House. Keisha Wright, the NBPA’s SVP of brand partnerships, stated that the PA seeks brands that value “culture, that community, the credibility.”

Expert Insight: The increasing emphasis on player partnerships and authenticity suggests a shift in sports sponsorship towards more targeted and relatable campaigns, recognising the influence athletes have beyond the game itself.

Fashion and Local Engagement

Fashion will be a prominent element of several activations. Foot Locker’s “Takeover” will feature drops from Nike, Jordan Brand, and Converse. Amex and Fanatics will offer vintage NBA gear in Venice. AT&T’s collaboration with Gilgeous-Alexander includes a range of merchandise. Spotify will offer custom jerseys. Slam magazine is partnering with Sephora, True Religion, and And1, leveraging its LeagueFits platform.

The NBA and its sponsors are also engaging with the local Los Angeles community. The NBA is partnering with Evernorth Health Services for a health walk, and State Farm will donate to Habitat for Humanity based on 3-point contest performance. The NBPA and NBA 2K are supporting a charity 2v2 tournament through GoFundMe.

Frequently Asked Questions

What is the NBA Crossover?

NBA Crossover is the league’s All-Star fan experience, designed to make the event more accessible to fans in the local area.

Which players are involved in brand activations?

Jayson Tatum, Lonzo Ball, Norman Powell, Stephon Castle, Chris Paul, Baron Davis, Jason Terry, Cade Cunningham, and Shai Gilgeous-Alexander are all participating in brand activations during All-Star Weekend.

What is Plyrs House?

Plyrs House is a three-day “members-only pop-up” hosted by the National Basketball Players Association, featuring experiences created for and by the athletes.

As the NBA All-Star Weekend continues to evolve, will these increased brand activations translate into a renewed interest from viewers, or will the focus remain primarily on off-court engagement?