NBA All-Star Weekend Draws Brands, Fans, and Global Reach

Los Angeles hosts a surge of brand activations, advertising, and community engagement around the NBA's premier live event.

Published on Feb. 14, 2026

Got story updates? Submit your updates here. ›

The NBA All-Star Weekend in Los Angeles is expected to generate significant economic activity for the city, attracting not only basketball fans but also a surge in brand activations and advertising spend. The league has successfully positioned the event as a premier live experience, drawing substantial advertiser interest with a complete sellout of ad inventory on NBCUniversal. More than 60 brands are participating, moving beyond traditional signage to create immersive fan experiences, licensing opportunities, and retail activations that leverage culture and lifestyle trends.

Why it matters

The NBA All-Star Weekend provides a valuable platform for brands to connect with consumers in innovative ways, tapping into the event's global reach and cultural relevance. Brands are focused on creating meaningful connections with attendees through unique activations, while also incorporating philanthropic initiatives to give back to the local community.

The details

Key brand activations include Xfinity's 'X Vault' experience, Ruffles' trick shot challenges, and CeraVe's barbershop experience at the NBA Crossover fan event. Brands are also leaning into culture, with American Express partnering with Fanatics Real Vintage for a curated collection of vintage NBA merchandise and DoorDash building on its 'In Your Bag' campaign with a hands-on activation. Retail activations, such as Adidas collaborating with Foot Locker for an Anthony Edwards experience and PUMA teaming up with Universal's Fast and Furious franchise and LaMelo Ball, demonstrate a focus on merging sports with broader cultural interests.

  • The NBA All-Star Weekend is taking place in Los Angeles from February 17-19, 2026.

The players

Lauren Sullivan

Senior Vice President, Head of Marketing Partnerships at the NBA.

Tyrese Maxey

NBA player.

Rip Hamilton

NBA player.

Stephon Castle

NBA player.

Anthony Edwards

NBA player.

LaMelo Ball

NBA player.

Luka Dončić

NBA player and Gatorade athlete.

Got photos? Submit your photos here. ›

What they’re saying

“It's way beyond just having a visible brand presence in signage and out of home around the venues that we're having our events. The emphasis is on brands leveraging their unique offerings to create meaningful connections with attendees.”

— Lauren Sullivan, Senior Vice President, Head of Marketing Partnerships at the NBA (ADWEEK)

“The ecosystem of our partnership business and the partners that show up in and around All-Star is becoming more global in nature.”

— Lauren Sullivan, Senior Vice President, Head of Marketing Partnerships at the NBA (ADWEEK)

What’s next

The NBA All-Star Weekend will feature a diverse range of entertainment options, including concerts, wine tastings, and interactive technology activations, as well as the participation of more than 200 global creators to amplify content surrounding the festivities.

The takeaway

The NBA All-Star Weekend has become a premier live event that not only attracts basketball fans but also provides a valuable platform for brands to connect with consumers through innovative activations, global reach, and community engagement. The event's ability to create a significant presence in the host city is a testament to the league's strategic approach to leveraging its marquee event for both commercial and social impact.