The NBA’s All-Star Weekend has become an event that doesn’t generate much interest these days, but when it arrives in Phoenix in 2027, Suns owner Mat Ishbia has some ideas about how to change that.
Mat Ishbia’s high-stakes gamble to restore NBA All-Star prestige
For years, the league’s midseason showcase has drawn criticism for a lack of intensity and star participation, particularly during All-Star Saturday night. But Ishbia is aiming to bring intrigue, competition and top-tier talent back to center stage.
Speaking on the Pat McAfee Show on Wednesday, Ishbia proposed a financial incentive for the players that would bring on more stars. He publicly committed $2 million toward revitalizing the 2027 festivities.
His proposal: award $1 million to the winner of the Slam Dunk Contest or Three-Point Shootout, with an additional $1 million donated to a charity of the winner’s choice.
“Let’s get the best guys in it, let’s make it awesome,” Ishbia responded.
The move is clearly designed to address one of the NBA’s biggest All-Star headaches – convincing marquee players to participate in Saturday night’s showcase events. In recent years, several superstars have opted out of the Slam Dunk Contest and Three-Point Shootout, leading to declining excitement and fan engagement. Ishbia believes if you increase the stakes, you’ll increase the buy-in.
Bold or overstep?
However, the bold announcement may not be so simple to execute. Reports indicate Ishbia did not consult the NBA league office or the National Basketball Players Association before publicly floating the offer. The proposal could conflict with the league’s collective bargaining agreement and established bonus structures, potentially setting the stage for negotiation hurdles.
As of now, Ishbia has not formally submitted the plan for league approval. But by going public, he has made it clear that he intends for Phoenix’s All-Star Weekend to be different.
Time will tell whether the NBA ultimately approves his million-dollar incentive plan, but with Phoenix set to host in 2027, but if Ishbia’s plan does work, All-Star Saturday could finally once again become must-watch television.
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