Menu
Events and Attractions

Newest sponsors suit up for NBA All-Star Game

The NBA’s newest sponsors are stepping up for its All-Star Game festivities in Toronto this week, the first time the league’s midseason showcase is being held outside the United States.

Mountain Dew will have a major presence as presenting sponsor of Friday’s NBA All-Star Celebrity Game.
Pepsi, which replaced Coca-Cola as the league’s official soft drink this season, will continue to push its Mountain Dew brand through All-Star, as it’s done in the season to date. Mountain Dew is the presenting sponsor of Friday’s NBA All-Star Celebrity Game at Ricoh Coliseum. Also planned are the debut of a TV spot during the weekend and the release at retail of an All-Star-themed can featuring Oklahoma City’s Russell Westbrook. Additionally, the brand will “paint the town green” with an advertising “takeover” of Toronto’s Union Station, and it is the presenting partner of the NBA All-Star DJ platform, which will feature DJs from various NBA teams participating at All-Star events.

“We have a number of new partners, and Mountain Dew is coming out with a comprehensive activation in leveraging All-Star on-site as well as in Toronto and beyond,” said Kerry Tatlock, senior vice president of global marketing partnerships for the NBA.

Another new partner, Verizon, is taking over title sponsorship of Saturday night’s slam dunk contest. Coca-Cola brand Sprite had held those rights from 2003 through last year. Verizon plans to use All-Star weekend to create custom content for its go90 service, as well. Verizon replaced Sprint as the league’s wireless service partner this season.

Tissot, which is debuting as the NBA’s official timekeeper this season, will have NBA- and team-themed watch collections for sale on the main concourse of Air Canada Centre, site of the All-Star Saturday Night events and the All-Star Game on Sunday. Its logo exclusively will be on the floor apron for the All-Star Game. It also will have a presence at NBA Centre Court, the league’s interactive fan event being held at Toronto’s Enercare Centre, adjacent to Ricoh Coliseum about 15 minutes outside of downtown Toronto.

Other activation highlights involving returning NBA sponsors include:

Kia, which will have its logo on the upper left front of this year’s All-Star Game jerseys, making it the first non-apparel company to have its logo appear on NBA jerseys. Kia is also title sponsor of the All-Star MVP Award for the sixth consecutive year and will have cars on display at Air Canada Centre and other All-Star sites.

Samsung, which will activate at NBA Centre Court with an LED-lit basketball court and with a viewing party at Centre Court for All-Star Saturday Night.

State Farm, which is title sponsor of All-Star Saturday Night for the seventh consecutive year. It also plans to air a new spot from its “Meet The Hoopers” ad campaign during the weekend.

BBVA Compass, which returns as title partner of Friday’s Rising Stars game. It plans to unveil a new ad campaign during All-Star weekend, as well.

Under Armour, which is presenting sponsor of the league’s Jr. NBA Day on Friday. Under Armour this year increased its investment in the NBA from a promotional partnership to a league global partner.

In addition, outwear company Canada Goose signed an All-Star sponsorship deal with the NBA for this year through which it is creating custom jackets for both All-Star teams, and it will have VIP coat-check locations at Air Canada Centre. (Temperatures for the weekend in Toronto are expected to be in the high 20s.)

“This is the first All-Star outside the U.S., and Canada has become a fantastic story,” said Emilio Collins, executive vice president of global marketing partnerships for the NBA. “We are trying to build on that while focusing on continuing to grow the popularity of the game and make sure we are embedded with the community.”

SBJ Morning Buzzcast: March 18, 2024

Sports Business Awards nominees unveiled; NWSL's historic opening weekend and takeaways from CFP deal

ESPN’s Jay Bilas, BTN’s Meghan McKeown, and a deep dive into AppleTV+’s The Dynasty

On this week’s Sports Media Podcast from the New York Post and Sports Business Journal, ESPN’s Jay Bilas talks all things NCAA. Big Ten Network’s Meghan McKeown shares her insight into the Caitlin Clark craze. The Boston Globe’s Chad Finn chats all things Bean Town. And SBJ’s Xavier Hunter drops in to share his findings on how the NWSL is making a social media push.

Learn more about your ad choices. Visit megaphone.fm/adchoices

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Journal/Issues/2016/02/08/Events-and-Attractions/NBA-All-Star-Game.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Journal/Issues/2016/02/08/Events-and-Attractions/NBA-All-Star-Game.aspx

CLOSE