1. NBA All-Star Activations
2019 All-Star Game
Charlotte, North Carolina
NBA All-Star Activations

2. What is sponsorship activation?
Sponsorship activation is the action taken to escalate its impact and to increase the overall value of the sponsorship
The most effective campaigns combine the sponsorship and events that activate them with additional advertising, direct marketing, PR and merchandising

3. Activation Examples
Because of the significant investment required to sponsor major events like the NBA All-Star Weekend, brands often roll out comprehensive activation strategies to connect and engage with those fans
Let’s take a look at some examples from the 2019 NBA All-Star Weekend

4. McDonald’s
Created an “All-American Art Wall” multimedia installation displaying historic All-Star game moments
Hosted a youth clinic for local kids coached by former NBA players
Developed #WhereTheFutureStarts Challenge where local high school basketball coaches competed in a skills competition to win grants for their schools’ hoops programs;
Rolled out the McDonald’s Snack Truck serving Big Mac Bacon Burgers and Cheesy Bacon Fries

5. McDonald’s

6. State Farm
To activate its sponsorship as title sponsor of “All-Star Saturday Night”, State Farm created a unique locker room experience that displayed memorabilia from All-Stars Chris Paul, James Harden and State Farm “agent” (from the commercials) Cole Perez
Allowed fans to test their skills at a branded pop-a-shot game with opportunities to win prizes
Offered augmented reality photo-ops with Chris Paul that could instantly be shared to social media

7. State Farm

8. Express
The fashion brand took over a local restaurant and opened a “Dress Like a Pro” pop-up shop
The pop up featured player appearances and a chance for fans to win tickets to a future NBA game of their choice by taking pictures inside the shop and tagging them on social media
Sold exclusive NBA-licensed merchandise on-site, allowing fans to personalize t-shirts

9. Express

10. Rakuten
Launched an outdoor “Splash for Cash” experience, featuring an emcee doing play-by-play, where attendees shot baskets for a chance to win prizes (including tickets to the All-Star game)

11. Rakuten

12. Tissot
Swiss watchmaker Tissot activated its sponsorship with a “Tissot Style Lounge experience” at a shoppable pop-up store
Featured appearances from All-Star players like Kemba Walker and Klay Thompson (and other NBA players)
Created an interactive mural featuring work from NBA artist Victor Solomon and a mixed reality “buzzer-beater” shooting game

13. Tissot

14. Jordan Brand
Staged takeover of Charlotte’s historic Mint Museum with a variety of interactive basketball themed exhibits and displays (including a fully functional basketball court on the ground floor of the museum where basketball skills and drills clinics were held)
Created a customization station where fans could personalize uniforms
Opened a SNKRS pop-up shop experience based on Nike’s mobile app and a “perfect fit” engagement that let attendees test out Nike’s new Adapt BB self-lacing shoe

15. Jordan Brand

16. Bleacher Report
Turned its popular “House of Highlights” platform into a live experience
Set up basketball games letting fans compete
Launched a DJ Battle competition, a gaming lounge, art and style installation
Provided a live performance from 2 Chainz

17. Bleacher Report

18. Mtn Dew Created a “Courtside Studios” interactive experience
Provided player interviews in front of live audiences
Offered samples at a Mtn Dew “mocktail” bar
Distributed prizes from a Mtn Dew “Ice Locker Experience” where fans pressed down on a can of Dew Ice and, if it lit up, they would win a prize

19. MTN DEW

20. NBA Crossover
NBA Crossover was a space that highlighted the convergence of NBA and pop culture through a series of sponsor activations
Levi’s offered customized apparel
Beats let fans sample products and pose for photo opportunities
Mitchell & Ness hosted a social media giveaway and augmented reality photo ops

21. NBA Crossover

22. 2019 All-Star Game Charlotte, North Carolina
Discussion Questions

23. DISCUSSION QUESTIONS
Why do brands sponsor events like NBA All-Star Weekend?
What is sponsorship activation?
Why is sponsorship activation important for the sponsorship to be successful?

24. DISCUSSION QUESTIONS
What is an example of a company that might want to sponsor NBA All-Star Weekend?
What is an example of a company that might not want to sponsor NBA All-Star Weekend?

25. DISCUSSION QUESTIONS
Based on the examples from this presentation, can you name three companies that activated sponsorships the 2019 NBA All-Star Weekend?
What is sponsor recall? Why is it important to sponsors?

26. DISCUSSION QUESTIONS
Can you think of any examples of brands activating a sponsorship in the last year?
If you were a sports marketing professional responsible for creating an activation at next year’s NBA All-Star Weekend, what would you do to maximize exposure for your brand?

27. 2019 All-Star Game Charlotte, North Carolina
SOURCES

28. SOURCES
Event Marketer
Medium
Sports Business Daily