Three Trends for NBA All-Star Weekend

I grew up playing football. Honestly, it’s in my blood. I’m also from the South, where small communities like the one I grew up in would shut down on Friday nights for high school football games.??

However, I’ve always had a passion for the NBA. The way that the league embraces their superstars, and the culture that comes with them and their fans, is something that’s always made me consume it like crazy since childhood.??

All-Star Weekend was always the converge of all those pieces, culminating over the course of three days. The baggy outfits and camcorders, the musical performances (and Shaq with the Jabbawockeez), and who can ever forget moments like Vince Carter putting his arm in the rim??

Fast forward twenty-ish years, and now I’m a marketer that does a good bit of work in the NBA. From working for a team, to now consulting brands who want to partner purposely with the league, I’m looking forward to this weekend in Salt Lake City.??

The NBA All-Star Weekend is one of the most exciting events in the sports world, and the 2023 edition promises to be no different. As it tips off this weekend, brands are capitalizing with a variety of partnerships and sponsorships leveraging the league’s popularity.??

From my point of view, here are three things I’m excited to look out for:??

Sustainability Initiatives?

With climate change being a major concern for people all around the world, companies are increasingly looking for ways to promote eco-friendliness. Throughout NBA All-Star, the NBA will seek to find innovative solutions to address environmental issues facing Salt Lake City. The NBA’s partnering with Clever Carbon to encourage fans to take a brief quiz to understand their carbon footprint, as well as engage with the University of Utah’s SPARC Lab to fund on-going programs aimed at educating local youth around the importance of air quality. ?

Tech Partnerships?

An emerging trend in partnerships and sponsorships is the use of technology to enhance the fan experience. Things like VR games, immersive tech will allow fans to feel as if they are part of the action. In addition, #GMRclient Google’s Pixel technology will be on full display at RJ’s Barbershop within the Pixel Playground activation – where fans can get a fresh haircut and picture taken with the phone’s Real Tone technology that adjusts color balance and lighting to represent everyone more accurately.?

Lifestyle and Fashion?

With the NBA All-Star Weekend being a major cultural event, lifestyle and apparel brands are also getting in on the action. There are a number of pop-ups for sneakerheads and fashion-focused fans. These brands are partnering with the NBA to create limited edition clothing and merchandise that celebrates the All-Star Weekend. From special edition sneakers to jerseys, you can expect to see a range of unique products that reflect the culture of the NBA and its fans.?

The 2023 NBA All-Star Weekend promises to be an exciting event, with a range of partnerships that reflect the culture. I’m always encouraged to see how the league continues to push forward, be innovative, and create moments we never forget.??