More than 25 companies will commemorate the first-ever NBA All-Star event outside the U.S. with installations, programs and activities across Toronto and Canada.

Below, examples of how NBA partners will activate the Feb. 12-14 event.

Companies Activating All-Star For The First Time

Mountain Dew (PepsiCo)
NBA All-Star Celebrity Game presented by Mountain Dew.

  • New campaign: Mountain Dew will debut the brand’s first DEWxNBA TV commercial
  • Fan experience: Mountain Dew plans to unleash a number of interactive and energizing activations in and outside of Toronto during NBA All-Star, including:
    • “Court Vision: An Interactive Virtual Reality Art Experience,” the brand’s art-meets-basketball fan experience that will bring together technology, art and music to show fans how Mountain Dew charges the game both on- and- off court.
    • Out of home: Mountain Dew has “painted the town green” with a creative advertising takeover of Union Station in Toronto that celebrates the vibrant personalities and unique styles of the NBA’s biggest stars.
    • Entertainment: Presenting partner of the NBA All-Star DJ platform, which includes DJ performances at all All-Star events. The platform will also feature a strong in-arena presence with linear and digital elements across TNT (including a livestream sponsorship), NBA TV and
    • Product packaging: Mountain Dew is releasing an All-Star themed can featuring Russell Westbrook at POS across Canada.

Verizon Slam Dunk and presenting partner of NBA D-League Slam Dunk

  • Product: Promoting Fios Triple Play package through All-Star themed sweepstakes.
  • Custom content: Providing go90 users with exclusive BTS content, previews, recaps and analysis of marquee events (such as Dunk) throughout All-Star 2016.
  • NBA League Pass: Will offer live out-of-market games on go90 in February.


  • Product: Tissot is displaying NBA and team-themed watch collections on the main concourse in the Air Canada Centre and will sell products in the in-arena NBA store.
  • Centre Court: Half-court activation with the “Tissot Time Crunch” basketball contest and NBA and team-themed watch displays.
  • Offsite retail: Displaying product at nearby NBA Store pop-ups.

Canada Goose

  • Product: Canada Goose will create custom coats for both East and West All-Stars and will bring several ambassadors (Cory Joseph, Terrence Ross, John Wall, and Karl-Anthony Towns) to the games. The company will promote the platform via social media.
  • Coat check: Canada Goose will have two VIP All-Star coat check locations within Air Canada Centre.


  • FreeD Technology: Along with Replay Technologies, Intel will capture simultaneous video streams (across 28 cameras) of key All-Star moments, creating a near real-time 3D experience featuring 360-degree perspectives.
  • After the Break; Throughout All-Star, Turner Sports will use freeD clips to help fans enjoy compelling play during broadcast and across digital; following All-Star, the experience will be integrated into select NBA games.

Celebrating The NBA’s Presence in Canada


  • Centre Court: Samsung will host The Samsung Experience, a fan experiential footprint with live product demos of key NBA VR offerings, and a LED basketball court. Samsung also will host a exclusive preview party with a popular musical talent and livestream of All-Star Saturday Night.
  • Product: In addition to introducing fans to newer products (Gear VR, Gear S2, Galaxy View), Samsung will equip All-Stars with new Samsung devices.


  • All-Star MVP: Title partner of Kia All-Star MVP
  • Product: Kia will host six total vehicle displays throughout All-Star, including Centre Court, outside of Rich Coliseum and at the Air Canada Centre. 
  • Centre Court: Kia will host half-court with 360-degree fan video / photo opportunities.
  • Jersey: Kia will sponsor a logo patch on the upper left chest of All-Star jerseys.
  • Community: Kia will donate a 2016 Kia Sorento to the Kia All-Star MVP’s charity of choice.


  • Rising Stars: BBVA will sponsor the BBVA Compass Rising Stars annual game.
  • New campaign: BBVA will launch new creative featuring several brand ambassadors, including current All-Stars.

State Farm

  • All-Star Saturday Night: Title sponsor of All-Star Saturday Night
  • Hoopers spot: State Farm will air a new spot from the “The Hoopers” platform; the company will promote the campaign via a Hoopers-themed Snapchat story during State Farm Saturday Night. State Farm also recently partnered with Turner on a custom spot featuring Reggie Miller.
  • Road Trip: To celebrate the new spot, the Hoopers Instagram and Twitter accounts (@MeetTheHoopers) will document the road trip from Los Angeles to Toronto, where the family will leave exclusive prizes in eight cities along the way.
  • Community:
    • Day of Service: State Farm employees and guests participating in annual NBA Cares All-Star Day of Service event.
    • Assist Tracker: Launching assist tracker to tally all assists made during All-Star. For every assist made, State Farm and NBA Cares will donate $1,800 to Boys and Girls Club of America.


  • Out of home: Among other off-site retail and OOH activations, Nike will take over the streets of Toronto with SNKRS XPRESS – a fan engagement platform touting some of the brand’s recent and key offerings.

Bringing Basketball To Toronto Via Competitions and Clinics

Centre Court
New, interactive fan event featuring skill competitions and programming across 40 courts and baskets. Brands offering creative footprints, activities, or player appearances include:

  • JBL: 12-unit pop-a-shot with sounds of the game
  • Tissot: Half-court with a “beat the clock” basketball contest
  • Samsung: LED court with Galaxy Owners lounge, demo areas
  • Kia: Half-court with 360-degree fan video / photo opportunity
  • Spalding: Skills and drills sessions with NBA trainer Johnny Stephene

Under Armour

  • Jr. NBA Day: As presenting partner of Jr. NBA, Under Armour will outfit the program’s 2,500 participants and volunteers. Held at Centre Court, the event will feature all participating NBA All-Stars.


  • BWB: Official partner of Basketball without Borders Global Camp, an event designed to help further develop rising foreign-born players.


  • Invitational: Longtime partner will host its first city-wide tournament in Toronto, featuring more than 80 regional boys and girls middle school teams
    • Sixteen teams from both divisions will advance to championship rounds at NBA Centre Court.
    • Two NBA Legends will coach the two final teams from either division.
  • All-Star Training Center: Gatorade also hosts its annual session at NBA Centre Court. The program will include nutrition and on-court skills sessions.

Supporting Community Initiatives In Toronto

Day of Service

  • State Farm and SAP employees and guests have an opportunity to help with the annual event, dedicated to helping local community organizations.
  • Kaiser: Returning as an associate partner of the annual NBA FIT Celebration. The program will feature basketball clinics at 10 regional high schools.
  • Cisco: Bringing 20 interns (all members of the Cisco Networking Academy) to help NBA IT with networking infrastructure and troubleshooting throughout All-Star 2016.