Brands are also teaming up with influencers to surround the festivities with content, with Variety reporting that the NBA is bringing more than 200 influencers to All-Star Weekend.
Brands go global
With the NBA’s updated All-Star format featuring the USA vs. the World tournament, brands are expanding their scope and thinking internationally, too.
“The ecosystem of our partnership business and the partners that show up in and around All-Star is becoming more global in nature,” Sullivan said. “We have global brands like Emirates, Tissot, and Anheuser-Busch, which activates all around the world.”
Sullivan said the global nature of the weekend was built into several events featuring international brands and players, with pop-ups and events throughout L.A.
Among the activations, Emirates, the Official Airline Partner of the NBA, is looking to bring fans closer to the game by spotlighting Team World players during the weekend. Additionally, international players will be featured throughout the weekend, with brands such as Converse spotlighting players like Shai Gilgeous-Alexander and bringing his story to life through products, experiences, and retail moments.
“More and more international players are going to be out and in the community, participating in NBA events, our NBA Cares day of service, our partner events, and really helping expand the relevance and the reach of All-Star Weekend in the world,” Sullivan said.
Giving back to the community
As a third pillar for brands, Sullivan noted that some are standing out by giving back through donating money and services.
“Our partners and the NBA always want to make sure that we’re thinking about giving back, having a presence in the community, and being accessible to fans here in L.A.,” Sullivan said.
During All-Star Weekend, Foot Locker will serve as an Associate Partner on AT&T’s HBCU Classic and donate $25,000 to each school in the game, Evernorth will host a Total Health walk and conduct 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,” according to the NBA.