On September 11, 2025, the NBA and Golden State Warriors released an economic impact study confirming what brand marketers already knew. NBA All-Star Weekend 2025, held February 14-16 in San Francisco’s Bay Area, had generated an estimated $429.3 million in total event value.
The figure included $262 million in direct and indirect economic impact, plus $167.3 million in earned media value.
Six months earlier, Temple University’s Sports Industry Research Center had published findings from the 2024 Indianapolis All-Star Weekend. That event generated $403 million in economic value ($290.7 million direct spending + $112.6 million earned media). It drew 81,000 attendees from 44 states and 55 countries.
The host city and Pacers Sports & Entertainment spent just $13 million to host the weekend. They achieved a 31-to-1 return on investment.
The numbers told a clear story. NBA All-Star Weekend had evolved from a mid-season exhibition game into American sports’ most valuable three-day sponsorship opportunity.
With 32 active league sponsors generating $893.8 million in annual sponsorship revenue, the NBA positioned All-Star Weekend as the ultimate activation platform. Brands could reach millions of basketball fans through experiential marketing, social media engagement, and global broadcasting.
Here’s how NBA All-Star Weekend became a sponsorship goldmine.
From 10,000 Fans to $429 Million: The Evolution of All-Star Weekend
The Humble Beginning: 1951
The first NBA All-Star Game took place on March 2, 1951, at Boston Garden. Approximately 10,000 fans watched the East defeat the West 111-94.
The event was designed to honor elite athletes and entertain fans. It generated modest ticket revenue but no significant sponsorship income.
For the next three decades, All-Star remained primarily a showcase for player talent.
The 1980s Transformation: Sponsors Discover Basketball
The 1980s fundamentally changed All-Star economics. The NBA, under Commissioner David Stern’s leadership, recognized that marquee events could generate substantial revenue.
Corporate partnerships, television broadcasting, and merchandise sales became major revenue drivers. Major brands began associating themselves with All-Star Weekend events.
Key Developments:
- Introduction of the Slam Dunk Contest (1984) created sponsorship opportunities for individual events
- Three-Point Contest (1986) provided additional branded competition platforms
- Television broadcast deals expanded viewership beyond arena attendance
- Corporate hospitality packages offered premium experiences at higher price points
By 1990, All-Star Weekend had transformed from a single-game exhibition into a multi-day festival. It now featured skills competitions, celebrity games, and brand activations.
2000s-2010s: The Experiential Marketing Boom
The 2000s saw explosive growth in brand activations. Companies moved beyond simple logo placement to create immersive fan experiences.
Nike, Adidas, Jordan Brand, and other apparel companies hosted pop-up stores, product launches, and athlete meet-and-greets. Technology companies like Google and telecommunications brands like AT&T built interactive exhibits where fans could engage with products.
The 2020s accelerated this trend. NBA All-Star Weekend now features:
- NBA Crossover: Multi-day fan festival at convention centers featuring 20+ brand activations
- All-Star Alley: Street-level pop-up stores and experiences from league partners
- Private brand events: Invitation-only parties, concerts, and networking experiences
- Virtual activations: Streaming experiences for fans unable to attend in person
The Numbers: All-Star Weekend’s Financial Impact
Economic Impact by Host City
2024 Indianapolis (February 14-18):
- Total economic value: $403 million
- Direct spending: $162.8 million (from non-local attendees and companies)
- Indirect/induced spending: $127.9 million (circulated through local economy)
- Earned media value: $112.6 million
- Attendees: 81,000 from 44 states and 55 countries
- Host city investment: $13 million
- ROI: 31-to-1 return on investment
2025 San Francisco (February 14-16):
- Total economic value: $429.3 million (estimated)
- Direct/indirect spending: $262 million
- Earned media value: $167.3 million
- Bay Area projection (including Super Bowl LX + FIFA World Cup): $1.4 billion combined
- All-Star alone projection: $350 million (pre-event estimate)
- Actual exceeded projections by 22.7%
Per-Attendee Spending (Indianapolis 2024):
- Average visitor spent: $1,000 during their stay
- Corporate spending: $249 million (from NBA and sponsor companies)
- Non-local attendee spending: $41.5 million
- Local artist spending: $2 million (activations and performances)
- Nonprofit grants: $1.25 million to 24 organizations statewide
Broadcasting and Media Rights Value
2023 All-Star Broadcasting Deal:
- TNT and ESPN combined rights: $75 million
- Prime-time 30-second ad slots: $1.5 million each
- Global streaming: 200+ countries
- U.S. viewership (2023 Salt Lake City): 4.59 million average audience
- Social media reach: 500+ million impressions across platforms
The broadcasting value extends beyond the game itself. TNT’s “Inside the NBA” show broadcasts live from All-Star Weekend, generating additional advertising revenue and brand exposure.
American Express partners with TNT for the “NBA on TNT American Express Road Show.” This creates cross-promotional opportunities.
Ticket and Merchandise Revenue
2023 All-Star Ticket Prices:
- Average ticket price: $2,000
- Courtside seats: $15,000-$30,000
- VIP packages: $5,000-$10,000 (includes hospitality access)
- Skills Challenge and Dunk Contest: $500-$2,000
- Celebrity Game: $200-$800
Merchandise Sales:
- All-Star jerseys sold out within minutes of release
- Limited-edition merchandise estimated at $10+ million in sales
- Partner brands (Nike, Adidas, Puma) release exclusive sneakers generating millions
- NBA Store experiences peak sales during All-Star Weekend
The Sponsorship Ecosystem: Who Pays and Why
League-Level Sponsors: The $893.8 Million Foundation
The NBA has 32 active league sponsors generating $893.8 million in annual sponsorship revenue (2024-25 season). All-Star Weekend serves as the premier activation opportunity for these partners.
Major League Sponsors and Their Roles:
- American Express: Official Card of the NBA, WNBA, and G League
- AT&T: Presenting sponsor of Slam Dunk Contest, HBCU Classic partner
- State Farm: Title sponsor of All-Star Saturday Night
- Google Pixel: Official Fan Phone of the NBA and WNBA
- Nike/Jordan Brand: Official apparel partner
- Kia: Presenting sponsor of Skills Challenge
- Starry Soda: Presenting sponsor of 3-Point Contest
- Emirates: Official Airline Partner of the NBA
- SoFi: Official Bank of the NBA
What Sponsors Receive:
- Logo visibility during nationally televised events
- Branded activations at NBA Crossover and All-Star Alley
- Player endorsement opportunities during All-Star Weekend
- Social media integration and content partnerships
- Hospitality access for corporate clients
- Global brand association with NBA’s international reach
Event-Specific Title Sponsorships
Beyond league-level partnerships, individual All-Star Weekend events carry title sponsorships worth millions annually.
2025 All-Star Weekend Event Sponsors:
- Ruffles All-Star Celebrity Game (chip brand)
- Castrol Rising Stars (oil company, features G League and young NBA players)
- AT&T HBCU Classic (Morehouse College vs Tuskegee University)
- State Farm All-Star Saturday Night (umbrella event)
- Kia Skills Challenge
- Starry 3-Point Contest
- AT&T Slam Dunk Contest
- 74th NBA All-Star Game (no title sponsor, broadcast by TNT)
Why Brands Pay Premium Rates:
AT&T’s assistant VP of sponsorships Sabina Ahmed called the Slam Dunk contest the “crown jewel” of the company’s NBA activations.
Julia Cheney, Google’s cultural marketing lead, noted All-Star Weekend is “the next key moment in the season for us” after the season tip-off.
State Farm’s Patty Morris described Saturday Night as “one of our tentpole events with 360-degree support.”
The value proposition: concentrated viewership, engaged fans, and association with basketball’s most exciting moments.
Brand Activations 2025: How Sponsors Engage Fans
American Express: Three-Floor Experience with Celebrity Access
As the Official Card of the NBA, American Express created one of All-Star Weekend’s most elaborate activations in San Francisco.
Amex Experience (111 Powell Street, Feb 14-16):
- Three-floor footprint dominating Powell Street
- NBA on TNT American Express Road Show featuring Chance the Rapper performance (February 14 at Pier 48)
- Cardmember-exclusive access to top floor “Card Member Club”
- Behind-the-scenes access to TNT’s “Inside the NBA” show
- Fireside chats with NBA players and broadcasters
- Official NBA All-Star merchandise customization (up to 3 patches per item)
- Small Business Marketplace featuring gift-with-purchase for Amex cardholders
- Interactive recreations of Emmy Award-winning Inside the NBA show segments
Additional Amex Benefits:
- Early ticket access to All-Star events
- 32% discount at NBAStore.com following every triple-double during playoffs
- Jersey Assurance program (replace jerseys when players change teams)
- VC multipliers and apparel drops for NBA 2K26 players
AT&T: From Slam Dunk to HBCU Classic
AT&T maintained multifaceted presence across All-Star Weekend as presenting sponsor of the Slam Dunk contest and HBCU Classic.
AT&T Activations:
- AT&T Slam Dunk Contest during State Farm Saturday Night
- New fan voting component for Slam Dunk (2025 addition)
- XR Dunk Court at NBA Crossover featuring Mac McClung (2024 Slam Dunk champion) sharing techniques
- Interactive games testing dunking skills
- Slam Dunk Wall of Fame honoring contest history
- AT&T Blue Bridge photo opportunity (homage to San Francisco)
- AT&T HBCU Classic presenting sponsorship (Morehouse vs Tuskegee)
- Partnership with nonprofit Human I-T and Sabrina Ionescu’s SI20 Foundation donating laptops to East Oakland Youth Development Center and Boys & Girls Club of Oakland
Google Pixel: The Official Fan Phone Strategy
Google Pixel leveraged its Official Fan Phone partnership to create extensive programming connecting fans with NBA culture.
Google Pixel House:
- Multi-day activation with open court for fan participation
- Google Pixel Combine featuring clinics with WNBA champion Kelsey Plum
- Photo opportunities with Pixel cameras showcasing phone’s photography capabilities
- Dunk showcase featuring NBA players
- Aces Battle of the Platforms tournament (basketball content creators competing)
- Evening programming including performances and athlete appearances
Google Pixel at NBA Crossover:
- Pixel Pro Shot Challenge for fans
- Gemini Live demonstrations (Google’s AI assistant)
- Product testing stations for latest Pixel devices
Social Media Integration:
- Partnership with comedian Druski and NBA shooting coach Lethal Shooter
- Video series of Druski training to be “considered” for All-Star Celebrity Game
- Organic content generation shared across Google and NBA channels
Julia Cheney acknowledged Google won’t be the focal point of the average fan’s All-Star Weekend. But she emphasized: “We want them to leave with a lasting impression.”
Nike, Jordan Brand, and Converse: The Footwear Takeover
Nike, Inc.’s brands dominated All-Star Weekend with product launches, athlete activations, and cultural programming.
Nike’s Black Label Collection:
- Exclusive signature footwear for LeBron James, Kevin Durant, Ja Morant, Devin Booker, Victor Wembanyama, Sabrina Ionescu, Giannis Antetokounmpo
- Premium materials and elevated designs
- Limited production runs creating scarcity and demand
- Nike’s Future Game experience at Henry J. Kaiser Center for the Arts (Oakland)
- Three-day competitive showcase for future basketball stars
- Appearances from Nike’s All-Star athletes
- Return of mythical Galaxy Foamposite One sneakers
Jordan Brand:
- Jordan Fam Fest (February 15) celebrating brand culture and legacy
- Created in collaboration with actor/former NBA player Marshawn Lynch
- Launch of Air Jordan 1 ’85 ‘Bred’ (highly coveted, limited release)
- 40th anniversary of Michael Jordan’s signature sneaker deal
Converse:
- Immersive brand experience at 300 Grant Ave (off Union Square)
- Influenced by Creative Director of Basketball Shai Gilgeous-Alexander (NBA All-Star)
- Product customization station
- Exclusive apparel and footwear releases
- Surprise guest appearances (Feb 15-16)
- Expansion of UN Skate Plaza in partnership with City of San Francisco and The Skatepark Project
- Skateable sculptural pieces designed by Converse CONS rider Alexis Sablone (MIT-trained architect)
- Blending basketball and Bay Area skateboarding culture
Foot Locker: The 50,000-Square-Foot “Home Court”
Foot Locker created a massive multi-brand activation space in Union Square. It served as a platform for five major footwear brands.
Home Court Experience:
- 50,000 square feet in Union Square
- Hosted Nike, Jordan Brand, Adidas, Puma, and Under Armour
- Product drops from all five brands
- LED basketball court for interactive play
- Athlete appearances including Anthony Edwards, Shai Gilgeous-Alexander, Jayson Tatum, Trae Young, LaMelo Ball
- Clinics and skills sessions with NBA players
Foot Locker’s strategy allowed multiple competing brands to coexist under one roof. Each brand maintained its distinct identity while Foot Locker positioned itself as the basketball retail destination.
Coinbase: 17,000-Pound Robotic Hoop and Blockchain
Crypto platform Coinbase made waves at NBA Crossover with futuristic technology integration.
Coinbase Arena:
- 17,000-pound moving robotic hoop (billed as “world’s friendliest robot to hoop with”)
- “Hoop-a-thon” participation requiring Coinbase Wallet signup
- Points-based system: more buckets = more points = more valuable merchandise
- Leaderboard powered by blockchain technology (“first-of-its-kind on-chain hub”)
- NBA All-Stars stopped by to participate
- Fusion of cryptocurrency technology with basketball culture
The activation demonstrated Coinbase’s attempt to make crypto accessible and fun. It moved beyond financial services into experiential entertainment.
Meta Quest: Mixed Reality Courtside Experience
Meta Quest, the Official Mixed Reality Headset of the NBA, livestreamed unique versions of All-Star activities via XR platforms.
Virtual Activations:
- Xtadium (mixed reality platform for sports experiences) streaming
- NBA Arena VR app on Horizon Worlds metaverse platform
- 180-degree courtside hoops experience for Meta Quest users at home
- Interactive games and opportunities to score virtual swag
- Live from February 15-16 during All-Star Weekend
Physical Activation at NBA Crossover:
- Meta Quest 3S model testing stations
- Live performances
- Basketball competitions and activities
- Appearances from current NBA players and former stars
Meta’s strategy addressed fans unable to attend in person. It extended All-Star Weekend’s reach to global VR users.
Hennessy: WNBA Partnership and Official Spirit Status
As Official Spirit of the NBA, Hennessy created multiple experiences celebrating basketball culture.
Hennessy Arena 2×2 Showcase (San Francisco City Hall):
- Partnership with WNBA featuring league’s top players
- “The City” (DiJonai Carrington, Arike Ogunbowale) vs “The Town” (Jackie Young, Chelsea Gray)
- Presented by WNBA champion A’ja Wilson
- Courtside conversation with NBA legend Baron Davis and media personality Tone Kapone
Hennessy After-Party (February 15, City Hall):
- Handcrafted cocktails reimagining classics (paloma, mojito, margarita with Hennessy twist)
- DJ sets by Flygerian, Amen, Shabazz, Steph Floss, Aye Boogie
- Activations celebrating local Bay Area artists and creatives
- Immersive brand legacy experiences
Hennessy’s focus on WNBA and cultural programming positioned the brand beyond traditional alcohol sponsorships.
Additional Brand Activations
DoorDash:
- Food delivery activations at NBA Crossover
- Interactive ordering experiences
- Special All-Star promotions
Peloton:
- Fitness experiences and product demonstrations
- Interactive workout sessions
- Product testing for attendees
Starry Soda:
- 3-Point Contest presenting sponsor
- Sampling stations throughout NBA Crossover
- Brand visibility during nationally televised event
1800 Tequila:
- Limited-edition crystal basketball sneaker decanter by Mr. Flower Fantastic
- Pre-sale available online
- Display showcase at All-Star events
Complex:
- Mental health discussion panel featuring Gary Payton
- Partnership with Soluna app
- Wellness-focused programming
CROCS:
- Customization station at “The After Party” by SB Nation
- Limited-edition basketball-themed designs
- Interactive fan experiences
Kilian Paris, Jaguar, Sprite:
- Co-sponsors of various after-parties and exclusive events
- Premium hospitality experiences
- Brand integration across weekend programming
The Return on Investment: Why Brands Keep Coming Back
Measurable Brand Value and Exposure
Zoomph, a sports marketing analytics firm, analyzed 2023 All-Star Weekend. They found that jersey patch sponsors captured approximately 41% of total brand value from logo exposures alone.
Top Brand Value Generators (2023):
- Air Jordan: Special All-Star jersey partner
- Kia: Special All-Star jersey partner
- Crypto.com: Jersey sponsor of Philadelphia 76ers (Mac McClung wore during Slam Dunk win)
- 5 for the Fight: Nonprofit jersey sponsor (Utah Jazz players in Rising Stars)
When Mac McClung won the AT&T Slam Dunk competition, he wore his Philadelphia 76ers jersey with Crypto.com logo. Social media posts amplified the crypto platform’s visibility to millions.
Jersey patch sponsorships typically cost $5-30 million annually per team. They achieve maximum exposure during All-Star Weekend when players’ jerseys receive heightened attention.
Social Media and Earned Media Value
Indianapolis 2024 Earned Media Breakdown:
- Total earned media value: $112.6 million
- Social media impressions: 500+ million across platforms
- Broadcast mentions: Sponsors named hundreds of times during TNT/ESPN coverage
- News coverage: Local and national media extensively covered sponsor activations
San Francisco 2025 Earned Media:
- Total earned media value: $167.3 million (48% increase from Indianapolis)
- Bay Area’s larger media market drove increased coverage
- International media attention given San Francisco’s global profile
- Technology brand activations (Google, Meta, Coinbase) received tech media coverage beyond sports outlets
Earned media value represents free advertising exposure brands receive. This comes from news coverage, social media mentions, and broadcast visibility.
A $10 million activation investment generating $50 million in earned media delivers 5x return. This is before accounting for direct consumer engagement.
Long-Term Brand Association and Loyalty
Brands view All-Star Weekend as long-term brand building, not short-term sales conversion.
AT&T’s Crown Jewel Strategy:
Sabina Ahmed’s description of Slam Dunk as AT&T’s “crown jewel” reflects a specific belief. Associating with basketball’s most exciting moment creates lasting consumer impressions.
When fans remember spectacular dunks, they subconsciously associate AT&T with those memorable moments.
State Farm’s Tentpole Philosophy:
State Farm’s “tentpole event with 360-degree support” approach demonstrates integrated marketing. This spans television ads, social media, in-arena branding, and digital content.
State Farm wants consumers to associate All-Star Saturday Night (the weekend’s most-watched event) with their brand.
American Express’s Access Strategy:
Amex positions itself as the card providing exclusive access to coveted experiences. All-Star Weekend’s cardmember-only perks reinforce the value proposition.
Early ticket access, Card Member Club, and meet-and-greets send a clear message: “Use American Express for unique opportunities unavailable elsewhere.”
The Future: All-Star Weekend 2026 and Beyond
LA Clippers’ Intuit Dome: February 13-15, 2026
NBA All-Star Weekend 2026 will take place at the LA Clippers’ new Intuit Dome in Inglewood, California. It marks the arena’s first major national event.
Intuit Dome Features:
- $2 billion state-of-the-art arena opened August 2024
- 18,000 capacity with 1,400+ toilets (most in any arena worldwide)
- “The Wall” (51-row section behind one basket for passionate fans)
- Advanced technology integration and premium hospitality spaces
- Immediate proximity to SoFi Stadium (Super Bowl, FIFA World Cup venue)
Economic Projections:
- Los Angeles market significantly larger than San Francisco
- Entertainment industry presence creates celebrity attendance opportunities
- Expected economic impact: $500+ million (Bay Area’s $429M + LA premium)
- Sponsor activation spaces will exceed San Francisco’s offerings
Evolving Sponsorship Landscape
Emerging Trends:
- Cryptocurrency and Web3 brands seeking legitimacy through sports partnerships
- Streaming platforms (Amazon, Apple, Netflix) potentially bidding for All-Star broadcasting rights
- AI and technology companies (Google, Meta, Microsoft) expanding experiential activations
- Sustainability sponsors emphasizing eco-friendly events and carbon-neutral activations
- International brands (Emirates, Qatar Airways) leveraging NBA’s global reach
New Revenue Opportunities:
- NFT collectibles and digital memorabilia partnerships
- Virtual reality All-Star experiences sold as ticketed events
- Exclusive content subscriptions for behind-the-scenes access
- Expanded international All-Star events (All-Star Asia, All-Star Europe)
The $1 Billion Question
Will NBA All-Star Weekend eventually generate $1 billion in total economic value? Based on current trajectory, the answer appears to be yes.
Path to $1 Billion:
- Economic impact growing 20-30% every 2-3 years
- San Francisco’s $429M represents 43% of $1B target
- Los Angeles market premium could push 2026 to $550-600M
- Future All-Star Weekends in New York, Miami, or Chicago could exceed $700M
- International expansion (London, Paris, Tokyo) could command premium valuations
When factoring in global sponsorship revenue ($893.8M annually from 32 league sponsors), broadcasting rights ($75M for All-Star alone), ticket and merchandise sales ($50M+), and economic impact ($400-500M), NBA All-Star Weekend already generates close to $1.5 billion in total annual value across all stakeholders.
The Bottom Line
NBA All-Star Weekend 2025 generated $429.3 million in total economic value, a 6.5% increase from Indianapolis 2024’s $403 million. The NBA’s 32 active sponsors generate $893.8 million in annual sponsorship revenue, with All-Star Weekend serving as their premier activation opportunity.
AT&T, American Express, State Farm, Google Pixel, Nike, and dozens of other brands flood the three-day event with experiential activations because it delivers unmatched value. American Express created a three-floor experience with Chance the Rapper. AT&T built an XR Dunk Court with Mac McClung. Google’s Pixel House hosted clinics with Kelsey Plum. Coinbase debuted a 17,000-pound robotic hoop. These activations create memorable consumer touchpoints worth far more than traditional advertising.
The economics make perfect sense for everyone involved. Indianapolis and San Francisco each spent $13-15 million to host All-Star Weekend and received 25-30x returns through direct spending, tax revenue, and international exposure. Corporate sponsors invest $5-30 million each and receive $50-150 million in earned media value plus direct consumer engagement with hundreds of thousands of fans.
TNT and ESPN paid $75 million for broadcasting rights, with prime-time 30-second ad slots costing $1.5 million each. When Mac McClung won the Slam Dunk contest, every replay featured AT&T branding and Crypto.com’s jersey patch. This multiplied sponsor exposure across 500+ million social media impressions.
Average All-Star tickets cost $2,000, yet 81,000 attendees traveled from 44 states and 55 countries to Indianapolis in 2024. They spent an average $1,000 during their stay. Foot Locker’s 50,000-square-foot Home Court hosted Nike, Jordan Brand, Adidas, Puma, and Under Armour. Athlete appearances from Anthony Edwards, Jayson Tatum, and LaMelo Ball drove massive foot traffic. Meta Quest livestreamed 180-degree courtside VR experiences for fans unable to attend. Every activation created shareable content across social media.
Why brands keep investing millions:
- $75 million broadcasting deals reach 4.59 million TV viewers and 200+ countries
- $893.8 million in annual league sponsorships
- $167.3 million earned media value (San Francisco 2025)
- 25-30x ROI for host cities
- Long-term brand equity worth hundreds of millions in future revenue
NBA All-Star Weekend transformed from a 1951 exhibition game attracting 10,000 fans into a $429 million economic juggernaut. Next year’s Los Angeles event at Intuit Dome will likely generate $550-600 million. Future New York or international All-Star Weekends could potentially approach $1 billion.
Brands don’t sponsor All-Star Weekend for immediate sales. They sponsor it because associating with basketball’s biggest stars, most exciting dunks, and most engaged fans creates lasting consumer connections. From cryptocurrency to mixed reality to AI-powered experiences, NBA All-Star Weekend isn’t just basketball. It’s the ultimate sponsorship goldmine.
