NBA All-Star Weekend: How Brands Score Big with Fans & Global Reach

Los Angeles is bracing for an economic boost as the NBA All-Star Weekend unfolds, attracting not only basketball fans but also a surge in brand activations and advertising spend. This year’s event, featuring a new U.S. Vs. The World game format, is projected to generate significant revenue for the city and provide a platform for companies to connect with consumers in innovative ways.

The NBA has successfully positioned All-Star Weekend as a premier live event, drawing substantial advertiser interest. NBCUniversal reported a complete sellout of its ad inventory in January, signaling strong demand for exposure during the festivities. More than 60 brands are participating, extending beyond traditional signage to encompass immersive fan experiences, licensing opportunities, and retail activations.

According to Lauren Sullivan, Senior Vice President, Head of Marketing Partnerships at the NBA, the league is focused on facilitating impactful brand integrations. “It’s way beyond just having a visible brand presence in signage and out of home around the venues that we’re having our events,” Sullivan told ADWEEK. The emphasis is on brands leveraging their unique offerings to create meaningful connections with attendees.

NBA Crossover, an immersive fan event at the Los Angeles Convention Center, exemplifies this strategy. Approximately 40 brands are building expansive activations, including Xfinity’s “X Vault” experience, Ruffles’ trick shot challenges, and CeraVe’s debut with a barbershop experience. This event serves as a central hub for fan engagement and brand interaction.

Leaning into Culture

A key theme driving brand strategy this year is a deeper integration with culture and lifestyle trends. Sullivan noted that brands are becoming more intentional about creating a meaningful impact, particularly given the current economic climate. “That’s even more at the genesis of what partners are doing this year because of the market we’re in, so that’s certainly one thematic you’ll see—a lot of partners showing up and leaning into fashion, music, art, and entertainment,” she said.

American Express is partnering with Fanatics Real Vintage to offer a curated collection of vintage NBA merchandise, providing a unique experience for fans. DoorDash is building on its “In Your Bag” campaign with a hands-on activation at Crossover, allowing fans to design personalized mini DoorDash bags while interacting with NBA stars like Tyrese Maxey, Rip Hamilton, and Stephon Castle.

Retail activations are also prominent, with Adidas collaborating with Foot Locker for an Anthony Edwards experience and product drop, PUMA teaming up with Universal’s Fast and Furious franchise and LaMelo Ball for an exclusive collection, and KITH showcasing its first multi-team collection with the NBA. These partnerships demonstrate a focus on merging sports with broader cultural interests.

Brands Go Global

The NBA’s shift to a U.S. Vs. The World format for the All-Star game is influencing brand strategies, encouraging a more global outlook. Sullivan highlighted the increasing international scope of the NBA’s partnership business. “The ecosystem of our partnership business and the partners that show up in and around All-Star is becoming more global in nature,” she explained.

Global brands like Emirates, Tissot, and Anheuser-Busch, which already have a significant international presence, are leveraging the All-Star Weekend to expand their reach. Emirates, as the Official Airline Partner of the NBA, is spotlighting Team World players, while Converse is featuring international players like Shai Gilgeous-Alexander in its marketing efforts.

The NBA is actively promoting the involvement of international players throughout the weekend, including appearances at community events and the NBA Cares day of service, aiming to broaden the event’s global relevance.

Giving Back to the Community

Corporate social responsibility is also a key component of brand activations. Several companies are incorporating philanthropic initiatives into their All-Star Weekend presence. 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, will donate $15,000 to Habitat for Humanity for every “deep shot” made during the contest.

Gatorade, the Official Sports Drink of the NBA, is partnering with Lakers star and Gatorade athlete Luka Dončić to support his foundation and provide community support. These initiatives demonstrate a commitment to giving back to the local community and aligning brand values with social impact.

Beyond the basketball games themselves, the All-Star Weekend will feature a diverse range of entertainment options, including concerts by Ludacris, Shaboozey, and Two Friends, as well as bespoke events like a wine tasting with Kendall-Jackson and interactive technology activations, such as Google’s AI-powered “Search Bar” at NBA Crossover. The NBA is also bringing more than 200 global creators to All-Star Weekend, according to Variety, to amplify content surrounding the festivities.

Sullivan emphasized the scale and impact of the event, noting that the NBA’s ability to create a significant presence in host cities is a key takeaway. “The volume of touch points for fans, and how the NBA really is able to come in and have such an important and big presence in the markets that we do, is what I typically walk away from the weekend thinking, like, ‘Wow, how did we just do all of that?’”