NBA All-Star weekend backed by more than 35 sponsors

The National Basketball Association's upcoming NBA All-Star weekend in Salt Lake City, Utah, will be marked with more than 35 sponsorships, including activations, social media campaigns and on-site merchandise sales.

The league's immersive fan event, All-Star Crossover, takes place over the weekend of February 17-19 at Salt Palace Convention Center and will feature appearances from current and former NBA and WNBA stars, musical artists and other celebrities in multiple events in partnership with NBA sponsors.

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