Sportbusinessbrand.com can reveal that no fewer than 35 sponsors have lined up for an amazing All-Star weekend of the National Basketball Association (NBA), slated for Salt Lake City, Utah from February 17 through 19.
Activities include activations, social media campaigns and on-site merchandising.
American multinational telecommunications holding company, AT & T, which has been a league-level sponsor of the NBA since 2019, returns as the marquee partner for Crossover.
In addition to providing presenting sponsorship of the All-Star Game’s pregame concert at Crossover, which will be headlined by rapper The Kid LAROI, AT&T will roll out various digital games.
Other brands activating at Crossover include Kia, Meta Quest, Michelob Ultra, Starry and Mondelez, which is launching custom team Oreos and Salt Lake City-themed Oreos featuring NBA All-Star logos.
The weekend will feature appearances from current and former NBA and WNBA stars, musical artists and other celebrities in multiple events in partnership with NBA sponsors.