Inside the NBA’s Strategy for Big Brand Plays During All-Star Weekend

Plus, Gatorade, which can be seen on the sidelines all through the weekend because the Official Sports activities Drink of the NBA, is teaming up with Luka Dončić, a Lakers star and Gatorade athlete, to supply group assist by his basis.

General, Sullivan stated the weekend will attain all kinds of followers. There can be concert events by Ludacris, Shaboozey, and Two Pals; bespoke occasions corresponding to a wine tasting with Kendall-Jackson; and interactive know-how activations, with Google creating an AI-powered “Search Bar” at NBA Crossover.

“The quantity of contact factors for followers, and the way the NBA actually is ready to are available and have such an vital and massive presence within the markets that we do, is what I usually stroll away from the weekend pondering, like, ‘Wow, how did we simply do all of that?’” Sullivan stated.