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

Plus, Gatorade, which will be seen on the sidelines throughout the weekend as the Official Sports Drink of the NBA, is teaming up with Luka Dončić, a Lakers star and Gatorade athlete, to offer community support through his foundation.

Overall, Sullivan said the weekend will reach all types of fans. There will be concerts by Ludacris, Shaboozey, and Two Friends; bespoke events such as a wine tasting with Kendall-Jackson; and interactive technology activations, with Google creating an AI-powered “Search Bar” at NBA Crossover.

“The volume of touch points for fans, and how the NBA really is able to come in and have such an important and big presence in the markets that we do, is what I typically walk away from the weekend thinking, like, ‘Wow, how did we just do all of that?’” Sullivan said.