NBA marketing partners are gearing up for this weekend’s 2018 NBA All-Star Game at the Staples Center with a mix of experiential spaces, charitable initiatives and other activations throughout Los Angeles, all of which are designed to bring fans closer to one of their favorite passions.

Below, a rundown of sponsor activations around the Feb. 16-18 basketball celebration.

American Express

  • For the second year in a row, American Express will serve as the title partner of the TNT Road Show during NBA All-Star, which will feature live musical performances and a full slate of Inside the NBA activities over a four-day span for fans to enjoy at LA Live
  • American Express will host fans and card members at a custom experiential space in downtown LA that highlights the convergence of basketball, art, music, fashion, and technology
  • American Express will provide unique NBA All-Star experiences for select premium card members


  • NBA All-Star will serve as the official unveil of Budweiser Live – which will act as a roving pop-up footprint throughout the year, creating high-touch immersive spaces and post-game experiences for Budweiser’s various sports properties and partnerships
    • The NBA is the perfect partner to first unveil this concept with, as NBA All-Star offers a great convergence of culture, music, food and sports which mirrors Budweiser’s passion points for 2018
    • The 16,000-square foot space is located at City Market Social House in LA and will be open on Friday, Feb. 16, from 6 p.m. – 1 a.m. and on Saturday, Feb. 17, from 2 p.m. – 1 a.m.
    • Programming includes: tastings with brew-masters, half-court knockout, street-baller games, food, art exhibits, musical acts, NBA Legend appearances and custom clothing creations
    • Levi’s will have a Tailor Shop installation within the Budweiser Live space, offering custom-curated apparel for attendees to create, personalize and walk away with in real-time
  • AB recently launched a new NBA-themed Budweiser spot, “Don’t Just Drink Bud,” featuring fans cheering on their favorite NBA teams


  • During Media Day on Saturday, Cisco WebEx and TelePresence will be used to hold live interviews between international media and NBA All-Stars
  • Cisco Social Media Listening technology will be on display at NBA Crossover, which will aggregate social content related to NBA All-Star


  • EA will have a gaming lounge and kiosk setup at NBA Crossover on Friday, Saturday and Sunday of NBA All-Star
    • The space will be utilized to promote NBA LIVE 18, and NBA and EA-provided talent will be making appearances throughout the course of the event to both drive traffic to the space and appear on the Twitch streams the NBA will be producing on the official NBA Twitch channel
    • The streams will be live on Friday and Saturday afternoons during Crossover hours


  • Fans can stop by the Express concourse activation within Staples Center to take a shot at the retailers’ pop-a-shot game, where the daily high-scorer will win tickets to an NBA game of his or her choice
    • Express NBA Game Changers Brandon Ingram, Jamal Murray and John Collins will be making surprise appearances
  • As an associate partner of Mtn Dew Kickstart Rising Stars, Express will present an in-game contest where two lucky fans will have the chance to shoot hoops and compete to score an Express shopping spree


  • ExxonMobil will run a VIP hospitality program for customers throughout NBA All-Star, featuring NBA Legend appearances


  • FanDuel has been running daily Road to All-Star contests, where fans have the chance to win trips to NBA All-Star
  • FanDuel is launching a free-to-play NBA All-Star Bingo game on Saturday night where fans will have the chance to watch their cards fill-up while following along with the night’s events for a chance to win prizes

Foot Locker

  • House of Hoops store opening in LA


  • The Gatorade Jr. NBA Invitational will feature approximately 100 public and private middle school teams in a single elimination tournament leading up to and during NBA All-Star 2018
    • Gatorade received branding and provided product during the preliminary tournaments in LA in January as well as during the play at All-Star
    • There will be a quarterfinal held on Saturday for the top 16 teams with the top four advancing to the Championship Game on Sunday that will be played at LACC
  • Gatorade will be producing special All-Star-themed towels and bottles for the All-Star Game - will also have Gatorade towels, coolers, and bottles at all on-court events during NBA All-Star.
  • NBA G League International Challenge presented by Kumho Tire will take place on Sunday at 1:30 p.m. PT in LACC
    • New to this year, the Mexican national team will be playing against the top G League players from the U.S. in the FIBA Basketball World Cup 2019 qualifiers

Jack Daniel’s

  • Jack Daniel’s House No. 7 is returning to NBA All-Star – a two-night event (Feb. 15-16) featuring various Jack Daniel's experiences such as a basketball half court, whiskey tasting/education, a VR experience that takes attendees through a virtual tour of the Jack Daniel Distillery, and a main stage that will feature DJs and musical acts, and appearances by NBA Legends
  • A three-day pop-up store in downtown LA will bring a taste of Lynchburg, Tenn. to Los Angeles by way of replicating the look-and-feel of the Jack Daniel's General Store in Lynchburg
    • Jack Daniel’s and New Era have teamed up to create limited-edition New Era-Jack Daniel's NBA All-Star hats whereby fans can customize their hats with JD or All-Star pins and patches
    • These hats will be given away as premium items at Jack's House and also made available for purchase at the pop-up General Store
    • Jack Daniel’s teamed up with The Shoe Surgeon, to create custom Air Force 1 sneakers, inspired by the elements of Jack Daniel’s Tennessee Honey
  • Jack Daniel’s will have a footprint within NBA Crossover where attendees can get haircuts
  • Jack Daniel’s Tennessee Honey Jack’N for Beats trailer and DJ/music program will be at the NBA on TNT Road Show at LA Live
  • Jack Daniel's NBA Legend Fantasy Camp Sweepstakes will launch where two lucky winners and four friends each will win a trip to the Jack Daniel Distillery and experience southern hospitality and a 5-on-5 basketball game coached by two NBA Legends
  • Jack Daniel’s will also be activating at the NBA All-Star Celebrity Game presented by Ruffles through the pregame red carpet and halftime integration


  • In addition to being title partner of the JBL Three-Point Contest, JBL will also be activating across social, digital, and media outlets
    • JBL Three-Point Contest integrations will include use of #JBL3PT on social. Custom headphones will be given to the winner of the contest during the trophy presentation
    • JBL is creating a Pulse speaker structure that players will run-through during the player introductions of the Three-Point Contest
  • Through their partnership with Kenny Smith, JBL will return as the presenting partner of the Kenny Smith Party on Friday night which includes media integration on Kenny's social handles, a gifting suite at his party, and JBL specific party enhancements
  • JBL will receive prominent branding on the TNT court, now called the JBL Court, at TNT’s Road Show presented by American Express
    • There will also be some additional on-court programming tied back to their 3-point platform with player appearances
    • JBL PRO speakers will be integrated into the Jack Daniel’s DJ booth next to the court
  • Bleacher Report is hosting a Venice Beach activation where JBL is sponsoring the “Battle of the DJ’s”
    • The JBL Crate will be placed at the pier, fans will interact with the JBL 3-point AR display and JBL ambassadors will make some appearances
  • JBL will drive sales to a local retailer, Curacao, with an internal incentive program
    • Customers who purchase JBL products will also be rewarded with a JBL/NBA drawstring bag
  • JBL will capture content throughout NBA All-Star with their endorsers on the JBL bus

Jordan Brand

  • The Jumpman logo will appear on jerseys in the NBA All-Star Game for the first time ever
  • NBA All-Star Celebrity Game presented by Ruffles jerseys will also be Jordan Brand
  • Jordan Brand OOH creative on Staples Center in addition to several high impact locations downtown
  • The Jordan Brand All-Star product lineup will be highlighted by the 30-year-anniversary of the Air Jordan III “Black Cement,” Air Jordan III “Free Throw Line,” Russell Westbrook’s Why Not Zer0.1 “City of Flight,” Air Jordan VIII “OVO” and more
    • The brand has partnered with Foot Action’s DTLA Flagship Store featuring Nike Kicks Lounge, House of Hoops Hollywood and Highland, the Nike East LA Community Store, Nike The Grove and SNKRS to feature key products throughout the week
  • Open to the public, the Jordan Family Block Party will be hosted at the Nike East Los Angeles community store on Saturday, February 17 from 10 a.m. – 5 p.m. PT
    • This community celebration of greatness will feature product customization, athlete appearances, on-court experiences and more
  • Located near downtown Los Angeles, Jordan Brand’s Studio 23 space will give the next generation an opportunity to collaborate and co-create with Jordan Family members and friends of the brand that represent greatness in art, music, style, and culture
  • Continuing its efforts to inspire young students in the classroom and beyond, the Jordan Wings Community Program announces its expansion into the city of Los Angeles with six new partners

Kaiser Permanente

  • Kaiser Permanente will serve as the presenting partner of the 2018 NBA All-Star FIT Celebration
    • Working in partnership with Kaiser Permanente and After-School All-Stars, NBA and WNBA players and legends will come together to dedicate a newly refurbished court and fitness room at Alliance Gertz-Rester/Richard Merkin Complex, engaging 115 students in fitness activations and a healthy cooking demonstration
  • Kaiser Permanente will host an augmented reality activation space at NBA Crossover where fans will be challenged to score as many baskets as they can in a limited amount of time
    • The activation will leverage Kaiser Permanente's endorser Stephen Curry in both imagery and original footage to garner high engagement and enhance the fan experience


  • Kia will host their own “Escape the Room” activation at Hudson Loft in downtown LA
    • The Kia All-Star Loft venue will feature Kia vehicles and be heavily NBA-branded with roughly 700 basketballs decorating the space
      • Apart of the experience, fans can guess how many basketballs are in a Kia vehicle for a chance to win a $1,000 gift card  
      • Player appearances at this throughout the weekend include NBA All-Stars
      • Fans interested in attending the activation can take a shuttle from NBA Crossover or LA Live to the activation
      • Kia will donate the basketballs from the space to Girls Inc. on Feb. 20 
  • For the third consecutive year, Kia will have a patch on the All-Star Game uniforms
    •  Kia patch will be included on all jerseys sold at retail in the U.S.
  • Kia All-Star MVP – Kia will once again serve as the title partner of the All-Star MVP Award – with a Kia executive presenting the award postgame
    • Consistent with past years, Kia will be included in the Kia All-Star MVP fan vote via digital, social, and in-arena
  • Kia will have one Kia Sorento on display at LACC and two vehicles (one Kia Stinger and one Kia Sorento) displayed at LA Live
    • Kia will run a ‘Beat the Buzzer’ quiz at the display for a chance to win Kia/NBA-branded water bottles

Kumho Tire

  • Presenting partner of the NBA G League International Challenge, where the brand will prominently be featured on jerseys, oncourt, and courtside signage
    • New to this year, there will be a jersey exchange presentation before the game
  • Kumho Tire recently launched its “Kumho Tire Hip-Hop Handles” contest
    • This national competition invites basketball players from across the country to demonstrate their ball-handling skills and talents
    • Based on skill, creativity and style to the accompanying music tracks, two national winners and a guest will be awarded an all-expense paid trip with VIP access to various events at NBA All-Star 2018 in LA


  • Marriott has offered NBA All-Star Moments packages for Marriott Rewards & Starwood Preferred Guest members to bid on including:
    • Bowling at Lucky Strike with an NBA All-Star in addition to access to NBA All-Star events while being hosted at the W Hollywood
    • Sitting courtside with an NBA player at the NBA All-Star Celebrity Game presented by Ruffles in addition to access to the other All-Star events while being hosted at the W Hollywood
    • A cooking experience at one of Marriott’s LA Live hotels alongside an NBA player and NBA Legend in addition to access to the other All-Star events while being hosted at the W Hollywood
    • Moments packages that include tickets to NBA All-Star Celebrity Game presented by Ruffles, Mtn Dew Kickstart Rising Stars, State Farm All-Star Saturday Night, NBA All-Star practice and the NBA All-Star Game while being hosted at the W Hollywood

Mountain Dew

  • Mtn Dew Kickstart will serve as the title partner of the annual Rising Stars game for the first time in the brand’s history
    • DEW signed a robust roster of endorsers who are playing in the Mtn Dew Kickstart Rising Stars game to be part of its platform, including Joel Embiid, Kyle Kuzma and Dennis Smith Jr.
      • Later this season, Mtn Dew Kickstart will launch a ‘Mtn Dew Kickstart Rising Stars’ mini-series with Turner, and produced by Baron Davis, that will give fans an inside look at the journeys of Embiid, Kuzma and Smith Jr.
  • Mtn Dew Kickstart Courtside Studios: During All-Star 2018, Mtn Dew Kickstart will also have their own experiential activation that will be open to the public on Saturday and Sunday of NBA All-Star.  Dubbed Courtside Studios, the activation will bring NBA fans closer than courtside to some of their favorite NBA stars
    • Located across from the LACC, Mtn Dew Kickstart Courtside Studios will serve as a studio for NBA player/legend interviews and celebrity/influencer appearances that will be posted to NBA social channels
    • The space will also feature NBA-themed consumer activities, including a green screen photo booth, mini-court and a premium prizing area
  • Mtn Dew Kickstart Recycling: For the second year in a row, Pepsi will have an activation space at Staples Center promoting sustainability initiatives through a recycling competition where consumers will throw empty Mtn Dew Kickstart bottles into recycling bins


  • As part of Kobe Bryant’s “Mamba League,” Nike will host youth clinics throughout the city
  • Nike’s Makers of the Game Brand will be featured during NBA All-Star, with numerous appearances, product launches, and workshops
  • Endorser appearances throughout LA, including at LA-based parks, at key retail accounts, and as “pep rallies” at California high school state playoff games
  • Seeding product on players during Saturday and Sunday night events


  • Rakuten will host an All-Star sweepstakes on their EBates platform, where two lucky fans can win an all-inclusive trip to LA and tickets to State Farm All-Star Saturday Night and the NBA All-Star Game


  • As presenting partner of the NBA All-Star Celebrity Game, Ruffles will have a branded 4-point RIDGE line incorporated into the second half of the game, where each shot made will earn $4K for the Thurgood Marshall College Fund
    • The NBA & Ruffles will both donate to the Thurgood Marshall College Fund
  • Ruffles’ Baller for a Day sweepstakes grand prize affords two winners an exclusive NBA All-Star Celebrity Game experience, including participation in warmups and a seat on the player bench
  • Ruffles will host an experiential space in the LACC South Hall Lobby where fans can interact with the 4-point RIDGE line on a custom half court, take photos, sample product, and play NBA2K, which features the 4-point RIDGE in a special game-mode


  • As a partner of the 2018 NBA All-Star Technology Summit, SAP will create an interactive experience that demonstrates how its SAP Leonardo suite of services can help drive digital transformation within the sport of basketball
    • SAP Leonardo helps organizations across industries innovate faster with less risk.  At this year’s Tech Summit, SAP will examine the ways modern technologies such as Machine Learning, Big Data and IoT will change the game for fans, players, coaches, teams, arenas, and the league itself
  • SAP will have stats-focused video enhancements featured during the NBA All-Star Game, All-Star practice, Mtn Dew Kickstart Rising Stars, and the NBA All-Star Celebrity Game presented by Ruffles


  • Spalding All-Star Money Ball, the official basketball used during State Farm All-Star Saturday Night, will be available at official All-Star retail locations in Los Angeles and priced at $84.99
  • Spalding will have an activation space in downtown LA that will be open to the public on Saturday, Feb. 17 from 10 a.m. – 8 p.m., which will include:
    • All-Star merchandise, NBA 2K gaming kiosk, display of several collaborative basketballs, panel discussions and NBA All-Star player appearances

State Farm

  • State Farm will be launching its new “Game Night” spot on State Farm All-Star Saturday Night
  • State Farm will serve as the title partner of All-Star Saturday Night
    • Similar to previous years, State Farm branding will be prominently placed on stanchions, pole pads, seatbacks, and on-court decals throughout the event
    • State Farm will also be running an in-arena video tied to the social responsibility work State Farm has done with the NBA
  • Dating back to 2015, State Farm will bring back the All-Star Assist Tracker to tally the number of Assists that happen during the NBA All-Star Game on Sunday night
    • State Farm will donate $1800 per Assist that take place during the All-Star Game, $5 per Assist throughout the season, and will fund State Farm’s Community Assist Events
  • State Farm will be creating an installation at the Bleacher Report Santa Monica pier activation that will be a Giant Interactive James Harden head
    • The activation, featuring exciting consumer experiences, will be taking place on Sunday

Taco Bell

  • As part of being the title partner of the Skills Challenge, select Live Mas scholarship winners will be featured at the Taco Bell Skills Challenge on State Farm All-Star Saturday Night


  • Tissot will be sponsoring the :24 second challenge in Turner TNT Road Show
  • “Tissot Style Watch” NBA Crossover activation will put fans in the players shoes, and clothes
    • The activation will resemble the NBA back-of-house when players walk into an arena. The activation will capture a 360 image of the fans as they walk through the space
  • Tissot will be gifting the winners, coaches, MVPs, and ASG players with custom Tissot watches with casebacks featuring their respective events
  • Tissot will also release a new TV commercial the week of All-Star
  • Tissot will have retail displays in LACC, JW Marriott, Staples Center Concourse, and Crossover as well as their El Segundo store
  • Tissot will be hosting a sales promotion and meet and greet with a NBA player at Nordstrom in Century City

Under Armour

  • Jr. NBA Day presented by Under Armour will take place on Friday, Feb. 16 at LACC
    • Under Armour will be outfitting all 1,500-youth head-to-toe and will receive branding throughout the event as the presenting partner of the Jr. NBA in the U.S.
    • There will also be a dedicated court to combine-related activities that will be Under Armour-branded
  • UA will be outfitting the participants for the Gatorade Invitational.
  • Building Bridges Through Basketball
    • In partnership with RISE and the Boys & Girls Clubs of Metro LA, UA and the Jr. NBA will host a special Jr. NBA clinic at Challengers Boys and Girls Club on Feb. 17
    • Clinic is part of a larger 10-week 'Building Bridges Through Basketball' program bringing together local youth and LAPD


  • Exclusive naming rights partner of Verizon Up Arena at LACC
  • Verizon will provide unique access and experiences throughout NBA All-Star for customers enrolled in its rewards program, Verizon Up, which thanks customers by giving them rewards they really want, just by paying their Verizon Wireless bill