The NBA All-Star Weekend is a highly anticipated event, but it's not just about the game for some brands. Despite a recent dip in viewership, the All-Star Game has become a magnet for sponsors, with over 60 brands set to activate at this year's event in Los Angeles.
NBA marketers have described All-Star Weekend as the "crown jewel" of the league, and it's easy to see why. With so many brands vying for attention, the competition is fierce. But here's where it gets interesting: these brands are employing unique strategies to stand out.
The Battle for Fans' Attention
With the Winter Olympics also capturing viewers' interest, brands are pulling out all the stops. They're tapping into tried-and-true sports sponsorship tactics like player partnerships and fashion collaborations, but with a twist.
Lauren Sullivan, SVP and head of partner management at the NBA, emphasizes the importance of brands embracing their unique offerings. "The brands that truly understand their value proposition and cater to fans' interests are the ones that leave a lasting impression," she says.
Kings of the Court and Their Off-Court Interests
Many All-Stars have busy schedules off the court, and brands are taking note. Foot Locker, for instance, is hosting a multi-day experience with sneaker drops and content featuring Jayson Tatum and Lonzo Ball. American Express is offering cardholders the chance to meet Norman Powell and Stephon Castle. AT&T's "Dunk District" pop-up will feature NBA legends like Chris Paul and Baron Davis. And Spotify is collaborating with Cade Cunningham for its All-RapCaviar event, leveraging his deep connection to hip-hop culture.
"Authenticity" is a buzzword in sports sponsorships, and brands are striving to achieve it. Sullivan suggests that some marketers are embracing the off-court interests of player partners. Reigning MVP Shai Gilgeous-Alexander, known for his style, is a perfect example. AT&T plans to showcase his fashion ties with an experience featuring merch and limited-edition designs by his brother, Thomasi Gilgeous-Alexander.
Style and Fashion Take Center Stage
Fashion is an integral part of the NBA experience, and this weekend, it's a major focus for several brands. Foot Locker's Takeover includes shoe displays and drops from Nike, Jordan Brand, and Converse. Amex and Fanatics are setting up a "Real Vintage Vault" in Venice, offering vintage NBA gear. AT&T's collab with Gilgeous-Alexander features artist-designed totes, phone cases, and skate decks, as well as limited-edition t-shirts. Spotify is even offering custom jerseys at its event.
Slam, a basketball media and commerce company, is leveraging its LeagueFits fashion vertical at ASW. Head of Integrated Marketing, Joshua Frohlinger, explains that LeagueFits attracts a lot of partnership interest due to its ability to activate and create buzz. This year, Slam is collaborating with Sephora, True Religion, and And1 for All-Star events, utilizing long-term player relationships to authentically engage with the right audiences.
Engaging the Local Community
With ASW moving to different locations each year, the NBA and its sponsors have the opportunity to engage with local communities. NBA Crossover, the league's fan experience, makes the event more accessible to fans in the area. Some brands are adding charitable components to their campaigns, giving back to the community. For example, the NBA is partnering with Evernorth Health Services for the NBA Total Health All-Star Walk, offering free skin cancer screenings. State Farm is donating to Habitat for Humanity for every "Deep Shot" scored during the 3-point contest. The NBPA and NBA 2K are partnering with GoFundMe to amplify their charity 2v2 tournament fundraising efforts.
While these tactics are well-loved, Sullivan hints at unexpected activations from new NBA partners like Xfinity and CeraVe. "There's always one or two partners that surprise us and find innovative ways to connect with the fanbase," she says.
So, as the NBA All-Star Weekend unfolds, keep an eye out for these unique brand activations. It's not just about the game; it's about the experience, the fashion, and the community engagement. And this is the part most people miss: the behind-the-scenes strategies that make these events so captivating.
What are your thoughts on these brand partnerships and their approaches? Do you think they effectively engage fans and create a lasting impact? We'd love to hear your opinions in the comments!
