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Volume 25 No. 239
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Bleacher Report Activating Around NBA All-Star Game In Charlotte

Bleacher Report staged its first NBA All-Star fanfest last year when the game was in L.A.

Bleacher Report this weekend will stage a large public fanfest in uptown Charlotte in connection with the NBA All-Star Game entitled “B/R x NC.” The attraction will include music, art exhibits, basketball-themed games, locally-inspired food and other programming. It is the second straight year Bleacher Report has staged an All-Star fanfest, but the digital media brand’s “House of Highlights” will make its debut at the event with an “optimized for Instagram” space that will include interviews with various NBA players and personalities, live programming, a gaming lounge and other activities. The fanfest continues an ongoing push by the Turner Sports-owned Bleacher Report to extend deeper into live events, one that included a sneaker culture event in December in N.Y. Sponsors for “B/R x NC” include Caesar’s Entertainment, McDonald’s, Mountain Dew, State Farm, Wilson, Ruffles, Tissot, Intel, and the partnership of Foot Locker and Adidas (Eric Fisher, THE DAILY).

TIME TO PARTY: SPORTS BUSINESS JOURNAL's John Lombardo notes the NBA is taking over nearly all of the Epicentre in uptown Charlotte to host "myriad sponsor activations and fan events" around Sunday's NBA All-Star Game. A major feature will be the NBA Crossover venue that will "showcase the convergence of the NBA, art, music, fashion, technology and entertainment." NBA partners activating within NBA Crossover include 2K, Kia, Levi’s, Mitchell & Ness, Panini, Rakuten and Victor Solomon. Other activations "include Budweiser Live, which is title partner and owner of Epicentre’s Rooftop 210 venue space that will feature musical performances throughout the All-Star weekend" (SPORTS BUSINESS JOURNAL, 2/11 issue).