• Loading stock data...
Thursday, July 3, 2025

Brands Turn to NBA All-Star Game to Connect Amid Declining Ratings

  • Television down due to injuries, alternatives and too many Warriors games.
  • Focus on stars off the court as Hennesey launches, Turner celebrates its history.
NBA All Stars Kemba and Lebron
Jan 20, 2020; Boston, Massachusetts, USA; Boston Celtics guard Kemba Walker (8) guards Los Angeles Lakers forward LeBron James (23) during the second half at TD Garden. Mandatory Credit: Bob DeChiara-USA TODAY Sports

After NBA ratings suffered through the early-season, brands are turning to the league’s All-Star Game as a way to make sure they’re connecting with fans.

The reasons for the decline are numerous, from injuries to poor matchups to a plethora of entertainment alternatives, Turner Sports Chief Revenue Officer Jon Diament said, specifically mentioning a glut of games featuring the struggling Golden State Warriors.

NBA fans haven’t disappeared, however, so Turner continues to work on multi-channel avenues to reach them.

“[Millennials and Generation Z] are a tough demo to hit: they don’t watch traditional television or commercials,” Diament said, while noting the appeal of the sport. “These players do not wear helmets, have huge social followings, and that’s a huge appeal to that demographic.”

“There are a lot of live sports on TV to choose from, but live sports that matter, we don’t anticipate erosion for playoffs and All-Star Games.”

Diament said Turner is focused on building out a “360-degree approach” to the NBA. Now in its 30th year as a partner with the NBA, the relationship includes 24 hours of linear programming on NBA TV and NBA digital programming.

The NBA All-Star Weekend, a congregation of the game’s biggest stars, allows Turner and the league’s biggest partners a way to reach a broader set of customers, Diament said.

Turner’s promotions include the NBA on TNT American Express Road Show at House of Blues, featuring shows by musicians Anderson .Paak and Maroon 5 and an ELEAGUE tournament with NBA players, presented by Snickers.

The importance of the NBA All-Star Game to fan outreach was echoed by Charece Williams-Gee, PepsiCo. head of NBA and hoops sports marketing. Williams-Gee said Mountain Dew would be active all weekend, including the “MTN DEW Zone”- a new shot during the MTN DEW 3-point Contest.

Along with the 3-point contest, the MTN DEW Courtside Studios will be back for a fourth year to provide a pop-up experience featuring NBA and WNBA players’ off-the-court style, including partner athletes Zion Williamson, A’ja Wilson, and Jaren Jackson Jr.

READ MORE: ESPN Going All-In for Zion Williamson’s NBA Debut

“Dew is committed to hoops culture, and there isn’t a more culturally significant moment than NBA All-Star weekend, period,” Williams-Gee said. “Athletes, brands, and fans come together to celebrate hoops culture – whether it’s style, art, or music.

Outside of the NBA league partnership, Mountain Dew also has partnerships with 12 NBA and WNBA teams, as well as three national player partnerships with Williamson, Wilson and Joel Embiid, and six partnerships with players in local NBA markets.

The All-Star Weekend is also where Hennessy will launch its new multi-year partnership with the league, which was announced Feb. 10. The cognac brand will be an associate partner on the NBA Celebrity Game and presenting partner of the pre-game red carpet.

As Hennessy launches its NBA partnership with the All-Star Weekend, Turner will celebrate its history as a partner with a comedic roast for its renowned studio show, Inside the NBA, which will be presented by Corona.

READ MORE: Grizzlies See Growth Opportunities Via In-House Media, Three-Mode App

With the legacy partnership also comes a trust between brands and consumers, Diament said.

“Because we’ve had this marketing partnership for decades, we are able to activate with partners more quickly than someone fresh with a league,” he said.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Jun 9, 2025; Cleveland, Ohio, USA; Cleveland Guardians starting pitcher Luis Ortiz (45) throws a pitch during the first inning against the Cincinnati Reds at Progressive Field.

Guardians Pitcher Luis Ortiz Put on Paid Leave Amid MLB Probe

Reports say the investigation is tied to gambling.

Everything You Need to Know About EA’s Return to College Basketball Video..

There hasn’t been a college basketball game in more than 15 years.
opinion

Caitlin Clark’s Media Supporters Pushing Harder Against Slights

Dick Vitale, Colin Cowherd, and others are accusing other WNBA players of jealousy.
Sophie Cunningham

WNBA Expansion Decisions Show League Prioritizes North, NBA Ties

One player ripped the league for its geographic choices.

Featured Today

Geoffrey Esper Can’t Catch a Break at Nathan’s Hot Dog Eating Contest

“Hot dogs is not one of my favorite competitions of the year.”
June 29, 2025

The Battle Over Wimbledon’s Ambitious Expansion Plan

A classic NIMBY standoff on one of the most hallowed grounds in sports.
Seattle Rough & Tumble
June 28, 2025

Women’s Sports Bars Are on the Rise. Survival Isn’t Guaranteed

Some women’s sports bars are cashing in. Others are clawing for funding.
June 27, 2025

Shitposters Have Taken the Reins of Pro Sports’ Official Voices

Meet the social media pros turning sports teams into internet trolls.

How Rolex Paved the Way for Luxury’s Love Affair With Tennis

“It’s almost impossible to think about tennis without thinking about Rolex.”
Athlos
May 4, 2025

Nike Wants to Pull Off the First Women’s Sub-4:00 Mile

Experts speak on whether Nike’s “moonshot” is realistic or a gimmick.
Jul 19, 2024; Phoenix, Ariz., United States; Sheryl Swoopes hosts a WBNA All-Star brunch in honor of her former teammate, Nikki McCray Penson, at Thea in Phoenix on July 19, 2024
May 12, 2025

Sheryl Swoopes: A’ja Wilson Shoe Campaign Shows Nike Sea Change

Nike released the Air Swoopes in 1995.
Sponsored

Hottest Matchups Following NFL Schedule Release

The NFL released the 2025 regular-season schedule, and anticipation is already building in the ticket marketplace with four months to go.
Apr 12, 2025; Cleveland, Ohio, USA; MLB umpire Ron Kulpa (46) calls a third strike during a game between the Cleveland Guardians and the Kansas City Royals at Progressive Field
May 4, 2025

Pro Refs Get Offered Free Lasik for Better Calls. Some Took It

Some pro officials have sprung for the offer for free corrective surgery.
January 15, 2025

State Farm Cancels Planned Super Bowl Ad Amid California Fires Controversy

State Farm’s Super Bowl ad last year featured Arnold Schwarzenegger and Danny DeVito.
Nov 25, 2024; Inglewood, California, USA; From left: Scott Van Pelt, Ryan Clark, Jason Kelce and Marcus Spears on the ESPN Monday Night Football Countdown set before the game between the Baltimore Ravens and the Los Angeles Chargers at SoFi Stadium.
December 17, 2024

A ‘Wave’ of Sports Content Is Coming to TikTok

The next generation is consuming sports in a different way.
Apr 7, 2022; Augusta, Georgia, USA; Rory McIlroy (left) and Brooks Koepka set up to putt on no. 9 during the first round of The Masters golf tournament.
November 27, 2024

PGA Tour vs. LIV Golf TV ‘Showdown’ Will Pay Out $10M Crypto..

Two golfers from each tour will face off in Las Vegas.