The NBA All-Star Game is arguably one of North America’s most competitive, innovative, and coveted sponsorship platforms. For the NBA and its sponsors, this paramount event fuses sport, pop culture, music and entertainment. This February 2016, for the first time in its history, the NBA All-Star Game will leave the United States, making Toronto the centre of the sponsorship world.
Why is the All-Star Game one of the most critical properties for the NBA's sponsorship platform? What implications does hosting the event outside US soil, for the first time in its history, have for the NBA? How is the industry gearing up to take advantage of the NBA All-Star Game property in our own backyard? What can we expect to see from sponsors and how will they stand out amongst all the entertainers, celebrities and athletes?
SMCC Toronto's December Breakfast Forum saw representatives of the NBA, MLSE and key sponsors share insights on one of the biggest international sponsorship events to hit Canada.
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