Los Angeles is bracing for a weekend of basketball and broader cultural experiences as the NBA All-Star Weekend begins, with over 60 brands activating on the ground, according to the league. NBCUniversal reported an ad-inventory sellout in January, signaling the event’s continued draw for advertisers.
This year’s festivities, which commenced Thursday, feature a latest U.S. Vs. The World format for the All-Star game itself on Sunday, following the Castrol Rising Stars game on Friday and a Saturday lineup including the Kia Shooting Stars, State Farm 3-Point Contest, and AT&T Slam Dunk Contest. The league is emphasizing deeper brand integrations beyond traditional signage, focusing on cultural relevance and community engagement.
“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,” said Lauren Sullivan, svp, head of marketing partnerships, NBA, in an interview with ADWEEK. “The key for brands is to lean into their unique offerings.”
NBA Crossover, an immersive fan event at the Los Angeles Convention Center running through Sunday, exemplifies this approach. Xfinity is creating an immersive fan experience called the X Vault, while Ruffles is offering trick shot opportunities and CeraVe is hosting a barbershop experience for its first All-Star Weekend activation. DoorDash is building a hands-on experience where fans can design their own mini DoorDash bags, with appearances by NBA stars Tyrese Maxey, Rip Hamilton, and Stephon Castle.
The emphasis on culture is a key theme for 2026, Sullivan explained. “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 witness—a lot of partners showing up and leaning into fashion, music, art, and entertainment.” American Express is partnering with Fanatics Real Vintage to offer a curated collection of vintage NBA merchandise.
Retail activations are also prominent. Adidas is partnering with Foot Locker for an Anthony Edwards experience and a drop for the Anthony Edwards 2 shoe. PUMA has teamed with Universal’s Fast and Furious franchise and LaMelo Ball for an exclusive collection, and KITH is showcasing its first multi-team collection with the NBA. The NBA is also bringing more than 200 influencers to All-Star Weekend, according to Variety.
The league’s updated All-Star format is also driving a more global approach to partnerships. “The ecosystem of our partnership business and the partners that present up in and around All-Star is becoming more global in nature,” Sullivan said. Global brands like Emirates, Tissot, and Anheuser-Busch are increasing their presence. Emirates, the Official Airline Partner of the NBA, is spotlighting Team World players. Converse is featuring international players like Shai Gilgeous-Alexander in its activations.
Community involvement is another pillar of the weekend’s strategy. Foot Locker will donate $25,000 to each school participating in AT&T’s HBCU Classic. Evernorth will host a Total Health walk and offer free skin cancer screenings. State Farm, the Title Partner of the NBA 3-Point Contest, is donating $15,000 to Habitat for Humanity for every deep shot made. Gatorade, with Lakers star and athlete Luka Dončić, is supporting his foundation with community initiatives.
Beyond basketball, the weekend includes concerts featuring Ludacris, Shaboozey, and Two Friends, a wine tasting with Kendall-Jackson, and interactive technology activations, including an AI-powered “Search Bar” created by Google at NBA Crossover.
