There was a time not too long ago where the NBA All Star Weekend was becoming a slog; players opting out, questions about value and cost, if there was a need or interest any more. Most leagues face the same and bigger issues with midseason (or in the case of the NFL postseason) breaks to highlight best players, but it is really the NBA that reinvented a four days stretch into a nonstop advertisement of partnerships, player activation and growth not just about the league, but of all things basketball.
Now this year had more significance as a celebration of the lives of people like Kobe Bryant and David Stern, and that did factor into some of the added attention, as did the return to a massive market like Chicago, but even outside of that the NBA orchestrated a four day festival (while the temperature outside was near zero), that was both newsworthy (with announcements that always include Hall of Fame candidates) and celebratory.
Yes the changes in format to the game, including the perfectly played Elam Ending, put a cap on things, but even before the final score, the event had really showcased so many elements of social, technological and media innovation that the score, and the competitiveness of a game which is in most sports athletes going through the motions, was really marvelous.
Some cases in point as to how the NBA again sets itself apart with All-Star reinvention.
Turner: The NBA has multiple broadcast partners including ESPN/ABC, but no one broadcast partner in North American sports is as engaged and focused on one property as Turner Sports…and Bleacher Report…are on the NBA. This isn’t to say ESPN gives the NBA short shrift on coverage or activation; the coverage is tremendous. However Turner’s devotion to the NBA as its prime focus gives them more of an ability to go really deep, be more innovative and more attached to the league, and that is a benefit for all involved. Turner has other properties but at this time of year for this multiday event they own the space and find cross promotion and activation and storytelling ideas that really drive interest beyond most other media platforms.
Player Involvement Off The Floor: From community events to the NBA Tech Summit to the fireside chat with former President Barack Obama, any host of players, whether they are playing in All-star activities or just there 
to be involved, are engaged and inclusive and that inclusiveness is conveyed in their enthusiastic participation at a time when athletes in other sports may be looking to get away from the game they play. Hearing Chris Paul talk about how, during the event with President Obama, it was the first time he had ever spoken with Giannis Antetokounmpo about his thoughts off the floor was both interesting and refreshing and was a great example of why athletes who choose to story tell can do so well. Now are there plenty of opportunities with brands for those not participating to make some endorsement dollars? For sure, just like around other events like Super Bowl or MLB All Star Weekend. However the amount of engaged stars showcasing their off court thoughts and talents is more expansive with the NBA than with other such events, and all of that factors into a memorable experience for all involved.
Then there is another intangible that just seems to make NBA All Star weekend special. Competitive JOY. It is probably the only midseason star studded event where players who AREN’T included complain loudly. MLB Players opt out of skills competitions and the All Star game, NHL players choose to rest; the Pro Bowl is not a go to game given where it sits on the calendar, MLS uses the game as more of global showcase playing another elite club from around the world. The NBA gets its stars, and supplements with engaged skills events the night before. There is usually, in recent years, not a lot of complaining…a format change this year with a cause element made the game itself even more competitive, and the players seem genuinely interested in being involved; it is a highlight, not a lowlight of the season.
Now joy is sometimes not an easy thing to grasp during the grind of a long season. Maybe this year the loss of Kobe Bryant made athletes think a little more about their own mortality and pushed competitive juices a bit more; but joy came through in the faces, the social posts and the actions of almost everyone involved in the weekend.
It’s the same in the business we are in, or probably I would hope, in any profession, or in any relationship. When you are in it for so long, you get lost in the weeds and forget how much fun things can be, or how much joy an industry like sports and entertainment can bring to others. No matter how driven you are, you should be able to convey the good to others. I have never been known for being the most outwardly happy of people, but I am convinced that a smile and more importantly, positive passion and enthusiasm are invaluable, whether you are a third grade teacher or LeBron James. There is too much sadness in the world, if you love what you do convey that publicly.
This turning the mundane into spectacle certainly didn’t happen overnight for the NBA, and it’s not the first time it has happened. Anyone who has watched the growth of NBA Summer League from a boring few weeks to a massive midsummer happening will agree that basketball…because of its international stature and because of the attention to detail that the NBA has put towards events…has found a way to engage in ways that other sports have missed on. Is the NFL Draft a massive happening? Yes (so is the NBA Draft by the way). Is the NFL Combine a spectacle? Yes. Does MLB find ways to extend the life of the All Star game window? Yes. However when out up against the scope of what the NBA does for All Star, it is hard to compare the buzz, activation and success with anything else.
Maybe this year was a perfect storm to overcome the sadness felt by the recent sudden losses of such transcendent figures of Bryant, ern and a few others. Maybe the format change really juiced the event; maybe it is just that this year the stars of the game really aligned and that will change going forward. Maybe not. Maybe it’s just because the NBA does special events like this really well and keeps adapting before the buzz wears off.
Regardless of the why, it’s hard to argue that from a brand perspective the NBA stars shone again, and that’s a good thing for all.
