SALT LAKE CITY—This year’s NBA All-Star Weekend took place in Salt Lake City from Feb. 16-19. Thirty-five brands were on-site, supporting the b-ball festivities with sponsorships and activations. Mainstays returned, such as State Farm as the title sponsor of All-Star Saturday Night, while newcomer Starry (the latest soda from Pepsi) made its debut with a title sponsorship of the 3-Point Contest.
The league’s fan event, NBA Crossover, spanned nearly 250,000 square feet of the Salt Palace Convention Center—four times the size of last year’s. The multi-day interactive event featured player appearances, live performances, and activations from brands including Kia, Meta Quest, Michelob Ultra, Starry, and Mondelez, whose Oreo brand launched custom cookies. As for the game, Team Giannis (Antetokounmpo) beat Team LeBron (James) 184-175 in the NBA’s annual showcase exhibition on Feb. 19 at Vivint Arena.
Indianapolis will play host to the next NBA All-Star weekend, which is set for Feb. 16-18, 2024. The city was supposed to host the 2021 game, but it was moved to Atlanta and scaled down because of the pandemic.
Keep scrolling to see more brand activations from NBA All-Star Game Weekend 2023...