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NBA ALL-STAR 2023
PARTNER ACTIVATIONS
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WHAT'S NEW
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PARTNER ACTIVATION NEWSLETTER
SALT LAKE CITY, UTAH
About
NBA ALL-STAR
The 72nd NBA All-Star Game will take place at Vivint Arena, home of the Utah Jazz, on Sunday, February 19th. This will mark the 30th anniversary of the 1993 NBA All-Star Game played in Salt Lake City.
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jordan
rising stars
TNT | 6:30 p.m. MT
RUFFLES NBA ALL-STAR
CELEBRITY GAME
ESPN | 4:30 p.m. MT
Jordan Rising
Stars Practice
NBA TV | 12:30 p.m. MT
WEEKEND SCHEDULE
FEB. 17-19
PARTNER ACTIVATIONS
NBA X HBCU CLASSIC
PRESENTED BY AT&T
NBA TV / TNT / ESPN2 | 2 p.m. MT
NBA All-Star media day
presented by AT&T
NBA App | 11 A.m. MT
NBA ALL-STAR PRACTICE
PRESENTED BY AT&T
NBA TV | 10:30 A.m. MT
STATE FARM ALL-STAR
SATURDAY NIGHT
TNT | 6 p.m. MT
NBA G LEAGUE
NEXT UP GAME
NBA TV | 1 p.m. MT
NBA ALL-STAR DRAFT
PRESENTED BY JORDAN
TNT | 5:30 p.m. MT
72nd NBA
All-Star Game
TNT | 6 p.m. MT
NBA
CROSSOVER
NBA Crossover is a multi-day interactive fan event that brings basketball culture to the forefront, featuring player appearances, live performances, a return of fan-favorite event NBA Jam Session, and unique activations focused on art, music, fashion, technology and entertainment!
Friday, February 17th - Sunday, February 19th
Upgrade your All-Star
experience with NBA ID.
2K will be celebrating and promoting NBA All-Star in-game with an extensive array of activities, bringing NBA All-Star celebrations to fans worldwide. In MyCAREER, 2K is releasing NBA All-Star merchandise collections from multiple NBA licensees, including the NBA All-Star 2023 jerseys. In addition, 2K is creating a shortform trailer to highlight NBA All-Star themed items. In MyTEAM, 2K will be launching an NBA All-Star 2023 MyTEAM pack, featuring NBA All-Star players and Legends. 2K will also promote NBA All-Star Weekend via its in-game advertising placements to drive users to tune-in to events throughout the weekend.
2K is collaborating on an NBA ID offer that will be live during NBA All-Star Weekend, where NBA ID users will receive an NBA 2K locker code to redeem NBA All-Star themed in-game content in MyCAREER.
American Express and Turner will be tipping off 2023’s NBA All-Star Weekend in Salt Lake City by hosting musical performances by GRAMMY® nominated recording artists, Wiz Khalifa and Chloe Bailey on the evening of Thursday, February 16th at The Complex.
American Express is creating the first-ever “Outside The Court” activation, located just steps away from Vivint Arena. Open to all fans, the activation will feature a tailor shop where fans can customize their own NBA All-Star merchandise, purchase food and beverage from local Salt Lake City small businesses and attend a speakeasy-style “Dirty Soda Shoppe” and Block Parties from 5 p.m. to 9 p.m. MT on Saturday and Sunday. American Express will be live-streaming the NBA All-Star Weekend action from Vivint Arena.
American Express’ involvement at NBA All-Star 2023 comes on the heels of a newly announced partnership with the NBA’s Utah Jazz and Vivint Arena in Salt Lake City. American Express offers unique venue benefits for Card Members, including a dedicated Card Member Entrance, pre-sale access to tickets and a contactless American Express Shop.
Finally, in partnership with Rank + Rally, American Express will be offering a 10% merchandise discount at all NBA-owned retail locations from Friday, February 17th through Sunday, February 19th.
As the 5G Innovation and Fiber Partner of the NBA, Title Partner of the NBA Slam Dunk, and Presenting Partner of the HBCU Classic, AT&T will showcase the future of fandom through various touchpoints in Salt Lake City and for fans at home.
AT&T’s 5G network will power the latest in cinematic cameras to bring fans once-in-a-lifetime moments throughout NBA All-Star, including powering Turner Sports’ AT&T 5G Above the Rim (during the NBA All-Star Game) and the AT&T Legends Cam (during the HBCU Classic). AT&T Shaq Cam powered by AT&T 5G will also be activated across Turner Sports and Bleacher Report during the AT&T Slam Dunk Contest.
At NBA Crossover, AT&T will build upon the success of last season’s AT&T Playmaker with the next evolution in fan-scanned tech. It features various digital games, including a playable AT&T Slam Dunk Contest. Fans onsite will be able to create an avatar to compete in the games or use pre-scanned NBA talent, including 8x NBA All-Star Vince Carter and 7x NBA All-Star Paul George, and team mascots. Fans at home will be able to use those pre-loaded avatars to rack up high scores, and an additional AR experience will allow fans to use the NBA avatars to perform a dunk in real-world digital environments.
The AT&T Pre-game Concert headlined by The Kid LAROI and opening act, BIA, presented by AT&T Emerging Voices takes place prior to the NBA All-Star Game on Sunday. This exclusive show will be live-streamed using multiple Google Pixel 7 Pro smartphones to produce an immersive AT&T 5G Concert Lens experience.
Canada Goose dropped a new NBA collection in collaboration with the brand UNION, designed by Chris Gibbs. Canada Goose will also have an NBA Crossover activation space where fans can engage with the brand and purchase products.
Dick’s Sporting Goods will host a meet and greet with NBA Legend Carlos Boozer on Friday, February 17th from 2:30 p.m. – 3:30 p.m. MT. The event will take place at its West Jordan store location. Dick's Sporting Goods has a wide selection of NBA All-Star merchandise available at its West Jordan, Layton, and Midvale, UT locations.
Gatorade will once again own the sidelines during NBA All-Star events taking place at Vivint Arena and Huntsman Center; including Jordan Rising Stars, State Farm All-Star Saturday Night, NBA G League Next Up Game, NBA All-Star Game and more. Look out for its custom towels and Gx bottles during the NBA All-Star Game. Gatorade is also partnering with Hoop Bus on its “Show SALT Love” program in Salt Lake City. It will be the official Sports Fuel partner supporting a full weekend of events including community open runs, a 3x3 tournament, and a dunk contest. Gatorade will be providing a grant donation to a local organization at one of these events, furthering its Fuel Tomorrow initiative which aims to break down barriers and bring equity and access to sport.
As The Official Fan Phone of the NBA, Google Pixel will host a fully immersive streetball experience, The Pixel Playground. The experience is a recreation of the Pixel pick-up court featured in the "Anthem" television commercial and will include various fan focused pop-up experiences throughout the space. The activation is free to fans and will tip-off on Friday and conclude on Sunday with daytime and nighttime programming. The space will feature a one-of-a-kind AT&T bodega where fans can purchase Pixel phones, a barber shop offering fans NBA player inspired haircuts, and a nail salon allowing fans to receive custom nail designs. #TeamPixel NBA and WNBA player appearances will take place throughout the weekend.
Pixel Arena, the next-gen immersive experience, will also relaunch in the NBA App with new features for fans including avatar creation and the ability to remix and share iconic 3D game highlights.
Returning to its third NBA All-Star as the Official Spirit of the NBA, Hennessy is set to produce one of the hottest activations in Salt Lake City. Tipping-off Saturday of NBA All-Star 2023, Hennessy will be hosting an immersive and disruptive experience titled “Court to Culture” at one of Salt Lake City’s newest and most exclusive venues, Edison House. The activation space will focus on the intersections of basketball and culture, while documenting the rich legacies of both the Hennessy brand and the NBA. “Court to Culture” will debut the “Hennessy Arena” – a basketball court buildout, home to the activation’s mainstage for programming and special musical performances. Hennessy will also return as the Presenting Partner of the Ruffles Celebrity Game Red Carpet, and will be featured throughout NBA All-Star with interactive mixology classes and tastings at the NBA House. The brand will also have its products for sale at the liquor pop-up shop at the Convention Center next to NBA Crossover.
Parlor 23 is Jordan's pinnacle physical brand representation for the weekend with a nod to the brand's history in Utah. The space will include retail, athletes, youth, and media activations.
Jordan will also be the Title Partner of NBA Rising Stars and Presenting Partner of the NBA All-Star Draft (in-arena). On-air, Jordan will debut its new campaign "Beyond" with a brand film focused on girls participation and featuring Satou Sabally and Maya Moore. Jordan will also display out-of-home creative on Vivint arena.
It will also serve as the Official Outfitter for the NBA All-Star uniforms for the sixth consecutive year.
To tip-off NBA All-Star, Kia, the Official Automotive Partner of the NBA, is giving fans a chance to meet NBA players and legends, play a one-of-a-kind interactive video game, and win prizes all weekend in its dedicated “Legends of the Driveway” activation space at NBA Crossover. For the first time, Kia will be the entitlement partner of the Kia Skills Challenge where NBA All-Stars will take part in competitions that test their shooting, passing, and dribbling skills. During the NBA All-Star Game, Kia will once again present the Kia NBA All-Star Game MVP Award winner with the Kobe Bryant Trophy. To participate in the voting process, fans can vote for the Kia NBA All-Star Game MVP on the NBA app.
Kumho Tire will host VIP guests in its exclusive suite during State Farm All-Star Saturday Night and the NBA All-Star Game, including appearances from NBA Legend Bill Walton and NBA Player Paolo Banchero.
Kumho Tire will also host an exclusive VIP basketball shootaround for its key customers guided by NBA Player, Trey Murphy.
As the Official Small Business Formation Partner of the NBA and NBA Crossover, LegalZoom will be hosting an innovation panel in conjunction with NBALAB. NBALAB is the league's research and development incubator focused on supporting small business owners with innovative design, imaginative concepts, and strategic partnerships. The panel will be moderated by LegalZoom ambassador, Grant Hill, and feature senior leaders from NBALAB and one of its incubator companies, Ollyball.
As the Official VR Headset of the NBA, Meta Quest will have a robust on-the-ground presence during NBA All-Star to showcase Meta Quest technology to fans and key stakeholders. Meta Quest will have a footprint at NBA Crossover, allowing fans to demo Meta Quest headsets and try the most exciting in-headset titles and games. Fans can also purchase headsets on-site and potentially receive an NBA-themed gift with purchase. Meta Quest will also have a presence in the NBA House – and will be hosting a head-to-head Beat Saber tournament for eight creators, with the winner getting a chance to compete against a special VIP guest Sunday at NBA Crossover. Lastly, Meta Quest will have an exhibition at Tech Summit for attendees to experience the new metaverse experience titled “NBA Arena in Meta Horizon Worlds” in the latest Meta Quest headset, the Meta Quest Pro.
Michelob ULTRA returns to present the Friday night concert featuring G-Eazy and Saweetie at NBA Crossover, creating a moment of joy for all fans. It will also celebrate this year's NBA team can designs with an immersive LED activation at NBA Crossover. Additionally, fans can enjoy Michelob ULTRA throughout the weekend at various bars in Salt Lake City, complete with player appearances. #ULTRADrip will be taking over NBA social media channels, giving fans access to the best NBA All-Star Game fashion.
Microsoft launched a sweepstakes on the NBA app exclusively for NBA ID members. It allowed fans to vote on the NBA CourtOptix metrics they would like to see more of this season for a chance to win a trip to the 2023 NBA All-Star Game.
Microsoft is once again partnering with the Jr. NBA and 4th Family, a non-profit organization that uplifts communities of at-risk youth and adults through various educational and developmental programming (such as hosting Jr. NBA STEM learning experiences at 2023 NBA All-Star). Alongside top G-League athletes, local students will participate in basketball drills while utilizing the tools and techniques of sport-scientists to analyze their athletic performance. Microsoft Surface devices will serve as the primary tool for data tracking, measurement, and overall performance.
As an associate partner of the HBCU Classic, adidas will be creating the shooting shirts for Grambling State University, an adidas outfitted HBCU.
adidas Basketball will be hosting a premium, galleria-style event at NBA All-Star Weekend, bringing media, key partners and athletes together to experience for the first time, the new direction of the category and the future of adidas Basketball across performance and lifestyle.
Bleacher Report’s pop-up shop will feature past NBA X BR apparel releases and an exclusive Salt Lake City capsule sold only at NBA Crossover. Interactive elements for fans will include a Pop-a-Shot contest, an Instagramable photo booth, and a peel-to-reveal surprise and delight moment!
Crocs launched its first NBA collab on January 24th, which features a mix of NBA teams with a special edition NBA logoman and NBA All-Star Jibbitz Charm. These special edition Crocs will be seeded with talent throughout NBA All-Star 2023.
Hypland, a black and family-owned apparel brand, will be dropping its first NBA collection exclusively at NBA Crossover. The collection will feature nine teams including the Utah Jazz. Hypland’s founder, Jordan Bentley, has included a comic book that features the teams represented in this collection as a gift with purchase of a retail item. The space will have an interactive photo opportunity for guests to model their new product and to remember their NBA Crossover visit. Jordan Bentley will also participate in this year’s Black Entrepreneurship Panel on Sunday.
In partnership with Mondelez, the league is launching custom NBA-branded Oreos for all 30 NBA teams around NBA All-Star. To celebrate the action in Salt Lake City, Oreo will also be unveiling a special-edition NBA All-Star version of the cookie and will have extensive media coverage and activation on the ground. Fans will be able to visit an Oreo space at NBA Crossover, participate in a co-branded photo booth, sample the NBA All-Star cookie, and order Oreos featuring their favorite team via online ordering within the space. Oreo's mascot, Stufy, will also be making appearances throughout the weekend to engage with local fans and generate excitement around the partnership.
New Era will return as an Associate Partner of Jordan Rising Stars and will have a vast presence at NBA Crossover focusing on retail and exclusive collaborations. New Era will drop three new collabs which include Alpha Industries, Awake NY and Jon Stan, in addition to NBA All-Star exclusive caps. New Era endorser, Jayson Tatum, will also make an appearance at New Era’s NBA Crossover space for a fan meet and greet. New Era will host a designer collaboration panel at NBA Crossover featuring streetwear and fashion designers. For the NBA All-Star Game Draft presented by Jordan Brand, New Era created exclusive caps for the NBA All-Star Game participants with their respective team colors.
Niantic will be in Salt Lake City promoting its recently released mobile game, NBA All-World. They will have a branded vehicle and activation space, which will encourage fans to download the game. Fans will have the opportunity to complete various in-game challenges and tasks, and to visit locations around the city to earn NBA All-World branded items in-game and in real life.
Ja Morant x Mt. 12Skii - Nike's brand activation efforts will be centered around Ja Morant and his new Ja 1 signature shoe. Highlights include the launch of the Ja 1 and Mt. 12 Ski, a physical ice sculpture brand activation space that will also serve as the retail destination for the exclusive product drop. Nike will also be the Presenting Partner of Jr. NBA at NBA All-Star and outfit all Jr. NBA participants taking place during the weekend.
Outerstuff is hosting a youth coloring t-shirt station inside of Jam Session. Kids can stop in and receive a complimentary t-shirt to color during a creative design session. Sessions will take place once a day at NBA Crossover, Friday through Sunday.
Panini will be hosting the Prizm Player Lounge all weekend. The lounge will be open to players, partners and agents. Panini will capture content and conduct media interviews with players and capture content for our Chinese platforms with a digital influencer. The following NBA players will be at the lounge: Paolo Banchero, Jalen Duren, Spencer Haywood, Allen Iverson, Jaden Ivey, Evan Mobley, Andrew Nembhard and Jason Terry.
In addition, Panini will be a partner of the Legends Brunch and will receive branding at the event.
PlayStation will be hosting an influencer-driven private event during NBA All-Star weekend. PlayStation will assemble a team of Playmakers (influencer and creators vs. NBA and WNBA talent) that will go head-to-head in various gaming and non-gaming experiences, including playing NBA 2K23. This will be a one-day event in Salt Lake City taking place at Rice Eccles Stadium.
PlayStation will have a presence at NBA Crossover within the gaming footprint where fans can play the latest NBA 2K23 title on PS5 consoles.
Pro Standard NBA X HBCU merchandise will be available for sale on-site and online, celebrating the Historically Black Colleges & Universities (HBCUs) participating in the 2nd annual HBCU Classic Game presented by AT&T.
PUMA Hoops will host an exclusive VIP event for its athlete partners and brand ambassadors throughout the weekend. Its Salt Lake City-inspired lounge, the PUMA Mountain Lion Lair, will feature exclusive giveaways and food and beverages for attending guests.
To celebrate the launch of the Balmain Court, the first luxury performance basketball shoe, PUMA Hoops will also host an exclusive launch party to showcase the new shoe and its commitment to elevating the game of basketball through technology and fashion.
Ruffles will return as the title partner of the NBA All-Star Celebrity Game on Friday Night. The game will once again feature the RUFFLES 4-Point Ridge Line. For every shot made from behind the 4-Point Ridge line, Ruffles and the NBA will donate $4,000 to support 5 For The Fight, Utah Jazz's non-profit partner. In partnership with Howard University, 5 For The Fight has launched the 5 For The Fight Cancer Research internship that helps increase the number of diverse, emerging scientists working on cancer research.
For the first time, Ruffles and the NBA are introducing Crunch Time – a unique in-game boost that each team captain can activate once per half – causing every shot made to be worth double the points and every 4-Point Ridge Line shot made to convert to double the charitable contribution.
Finally, Ruffles will unveil new promotions around its endorser relationships and bespoke NBA chip flavors in Salt Lake City.
SAP will return as Presenting Partner of the NBA All-Star stats feature on NBA.com - highlighting stats from Jordan Rising Stars, State Farm All-Star Saturday Night, and the NBA All-Star Game. SAP will also serve as an associate partner of NBA All-Star Day of Service. Additionally, SAP and Qualtrics will be partnering on various customer programming throughout the weekend.
Starry, a new lemon-lime carbonated soft drink within the PepsiCo portfolio, will be debuting its partnership with the NBA at NBA All-Star 2023. Starry will be the title partner the Starry 3-PT Contest as well as activate at NBA Crossover with a comprehensive footprint inclusive of player appearances, a "Shoot Your Shot" giveaway/sweepstakes, and more. Starry will have product sampling available throughout the weekend at various touchpoints, including exit sampling at both Vivint Arena and Huntsman.
State Farm is returning as the title partner of All-Star Saturday Night. Brand ambassador, Jake from State Farm, will participate in the event alongside NBA talent and other stars. State Farm will have branding in-arena and presence on broadcast to support its position.
State Farm is also expanding its community impact with a new approach to the NBA State Farm Assist Tracker Program. In the first of four Assist Program events this season, State Farm and the NBA will be working with Lincoln Elementary School in Salt Lake City to renovate its STEAM education room and refurbish its gymnasium. State Farm will continue its Assist Tracker during the NBA All-Star Game, where each assist represents a $1,900 donation that State Farm will make to the two organizations chosen as beneficiaries of the game.
Additionally, State Farm will launch its new TV commercial "What If Tuxedo" featuring Chris Paul and Jake from State Farm.
Foot Locker will host a meet and greet with NBA Player Josh Giddey on Thursday, February 16th from 7 p.m. – 8 p.m. MT. The event will take place at City Creek Mall in downtown Salt Lake City. In addition to the meet and greet, Josh will interact with the Foot Locker "Stripers", discussing his style of apparel and footwear. The store will have a collection of NBA All-Star products available for sale.
DoorDash will return as an associate partner of Jordan Rising Stars and will provide a special surprise-and-delight in-venue delivery to a lucky group of NBA fans.
DoorDash is also conducting PB&Jam, a fan-friendly, social-led competition featuring two NBA Legends --Julius "Dr. J" Erving from the East and Carlos Boozer from the West, during which fans will vote for their favorite peanut butter and jelly sandwich (East or West). DoorDash will also host a live PB&Jam session in Salt Lake City featuring "Dr. J" and Carlos Boozer to discuss their pre-game superstitions and rituals.
Lids will host a meet and greet with NBA Player Domantas Sabonis on Friday, February 17th from 5:30 p.m.–6:30 p.m. MT. The event will take place at the City Creek Mall in downtown Salt Lake City. Lids will have a selection of NBA All-Star merchandise available for sale.
Tissot’s NBA All-Star presence will be anchored by its Tissot Style Lounge in downtown Salt Lake City, where its ’23 line of products will be on display. Throughout the weekend, Tissot will have meet and greets with NBA stars as well as an event with Ronnie 2K. Tissot will have an out-of-home campaign running concurrently that will transform the Utah Transit system with Tissot and NBA All-Star branding.
To promote the latest innovations in basketball footwear, Under Armour will be hosting a two-day event taking place on February 17th & 18th from 11 a.m.- 6 p.m. MT for basketball fans of all ages.
Fans will have a chance to recreate the iconic ‘Bang! Bang!’ shot from Stephen Curry, create their own magic on the UA Court, and receive a custom t-shirt of their favorite UA Basketball athlete along with other fun activities. Special appearances by Famous Los, Maxisnicee, Rachel Demita, Tristan Bass, Dipika Dutt, and more.
The Corner, Wilson's activation space at NBA Crossover, will be set up coffee shop style, drawing inspiration from art, music and athletes. It will be a space for consumers to explore, hang out and purchase Wilson products. It will also host players and personalities from the basketball world throughout the weekend.
Wilson will also host an open run for influencers at the Shoot360, the Utah Jazz's new facility.
day 01
FRI. FEB.17
day 02
SAT. FEB.18
day 03
SUN. FEB.19
SALT PALACE CONVENTION CENTER | 12 P.M. - 8 P.M. MT (General Admission)
CLICK BELOW
Member entrances, exclusive content, great
prizes and vote for the Kia NBA ALL-STAR GAME MVP!
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