NBA Wins A Weekend…

There are few weekends busier than this one in sports for big events (especially if you happen to be in Florida). From the roar of Daytona to the snap of spring training (throwing in several hundred college games across the state as well) to NBA All-Star weekend and the NFL Combine, and virtually no sports fan will be left without anything to do or watch on the last weekend in February.

So who wins the weekend from a brand standpoint? Probably the NBA. Every year the league finds ways to take their signature mid-season gathering and make it a mega-event that is a must-see or must-watch for the casual fan. From the activation platforms that extend way beyond the weekend to consumers around the world to its ultra-innovative tech summit, no All-Star event in sport has more activation, is better leveraged, and is more followed and more valuable than NBA All-Star weekend. The NBA was the first to extend the platform beyond just the game, pulling in the dunk contest from the ABA and adding the rookie game and other stand-alone and sellable events. They were the first to risk giving up a weekend of highly valuable game time to defer to their stars and fans, and generate interest in mid-season that serves as a great jumping off point for sports fans not just for the NBA, but for all things basketball as we head toward March Madness.

Now it may be true that All-Star weekend is more about the events than about the game itself. It seems as all All-Star games have eroded from what they once were in terms of overall interest and competitive nature. However NBA All-Star weekend remains a tentpole for the brand of the NBA that still is growing, especially as the league extends its footprint globally even more.

While football fans will drop in to find out about their future stars this weekend, baseball fans will read through the latest news as full squads start working out, and NASCAR fans get excited and watch the start of their season, the NBA will pull globally to remind everyone how strong their business is (especially coming off a lockout) and use that continued momentum to re-engage as we head towards the playoffs.

While the NFL struggles with the Pro Bowl, the NHL tries to enhance their All-Star experience (although the Winter Classic has become their signature event), only baseball’s All-Star events can compare to what the NBA has built and maintained. However even baseball seems to suffer more from people’s attentions being diverted to other summer events that have made the All-Star game just a little less valuable than what the NBA has. That’s not to say that won’t change in the future, especially with the massive digital engagement assets MLB has created and pioneered over the years. However for this weekend, at this time of year no All-Star event shines brighter than that which the NBA has created and refined, and will continue to do so around the globe.