When it comes to NBA All-Star Weekend, the league is helping brands have a solid game plan.
This year’s All-Star activities kick off this weekend in Los Angeles with events such as the Castrol Rising Stars game on Friday; the Kia Shooting Stars, the State Farm 3-Point Contest, and the AT&T Slam Dunk Contest on Saturday; and the All-Star game on Sunday, with the competition featuring a new U.S. vs. the World format.
With so many options to be a part of a premier live event, the NBA All-Star Weekend has been a major draw for advertisers. NBCUniversal announced an ad-inventory sellout in January. Plus, throughout the weekend, more than 60 brands are participating in the festivities with on-the-ground fan activations, licensing opportunities, and merch and retail. According to Lauren Sullivan, svp, head of marketing partnerships, NBA, the integrations are designed to make an impact.
“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, noting that the key for brands is to lean into their unique offerings.
As an example of how brands are showing up, Sullivan points to NBA Crossover, an immersive fan event taking place in the Los Angeles Convention Center from Thursday to Sunday. The event showcases around 40 different brands building expansive activations for fans, including Xfinity creating an immersive fan experience called the X Vault, Ruffles bringing some trick shots, and CeraVe showing up for the first time with a barbershop experience.
Sullivan noted that the start of planning for an All-Star Weekend truly begins right after the weekend is over, with a debrief to help prepare for the next year. With that in mind, the NBA svp of marketing partnerships outlined the learnings and themes behind the strategy for brand partners in 2026:
Leaning into culture
Though culture and lifestyle have always played a role in NBA marketing, Sullivan said brands are becoming more intentional about creating meaningful impact during All-Star Weekend.
“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,” Sullivan said.
Among the integrations, American Express partnered with Fanatics Real Vintage to give fans access to a vault-inspired experience featuring a curated vintage NBA merchandise collection. Meanwhile, DoorDash builds on its “In Your Bag” campaign by building a hands-on experience at Crossover, where fans can design their own mini DoorDash bags with patches and charms while NBA stars like Tyrese Maxey, Rip Hamilton, and Stephon Castle make appearances.
Showcasing the retail aspects of the activations, Adidas is partnering with Foot Locker for an Anthony Edwards experience featuring a drop for the Anthony Edwards 2; PUMA teamed 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.
