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All Things Tech at NBA All-Star Weekend 2024

Boardroom highlights tech-focused activations and experiences from Foot Locker, Meta, Google, and more that are bringing fans closer to the game.

NBA All-Star Weekend 2024 is upon us in Indianapolis, and once again, the technology presence is stronger than ever, with artificial intelligence securing the spotlight as expected.

To kick off the busy weekend, the NBA hosted its 24th annual NBA All-Star Technology Summit, bringing together leaders across tech, sports business, and media to have off-the-record dialogues about trends and innovations across their industries. On the record, NBA Commissioner Adam Silver and San Antonio Spurs superstar Victor Wembanyama unveiled NB-AI, an NBA-trained voice assistant that leverages AI tech to personalize the live game viewing experience for fans. The new platform uses generative AI to recreate live games as fans see fit, even if that means watching games in the form of dramatic films.

Take a look at NB-AI in action.


There are a lot of tech-focused happenings slated over All-Star Weekend, but here are a few that stand out from big-name brands, such as the NBA itself, Meta, Foot Locker, and more.

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NBA All-Star LED Court

The NBA unveiled a video-enabled LED court that will be used for the main NBA All-Star events hosted at Lucas Oil Stadium over the weekend. The tech-focused court features interactive displays, full-color changes, live replays and game stats, and interactive games to engage fans in-arena.

Google Pixel Combine

Google is stepping out of the box once again with its Google Pixel Combine activation, where it transformed a space into the ultimate hoops heaven.

The activation has many fan engagement stations, from a rookie photo moment to skills training sessions, an open court, and a vintage locker room setup packed with NBA All-Star memorabilia. Throughout the venue, fans can find Google Pixel 8 Pro devices to capture fun moments throughout the experience. Throughout the weekend, Google is also hosting daytime programming and musical performances during the evening.

Ticketmaster’s Game and Go Arcade

Ticketmaster created an NBA arcade experience at NBA Crossover that will draw fans to play NBA Jam, compete in hoops trivia, and test their skills on pop-a-shot. Each fan who stops by will be awarded a scratch-off ticket revealing Ticketmaster prizes. Taylor Rooks, Dominique Wilkins, Joakim Noah, and Jamie Jacquez Jr. are expected to make appearances in the space throughout the weekend.

The Puma x Cheetos Interactive Experience

Puma is syncing up with Cheetos to immerse fans in a 3D larger-than-life Cheetos bag featuring a live mazze, basketball court, and more. Puma and Cheetos linked up for this activation to highlight the cross-section of hoops and snacks, and of course, fans who visit the experience will get a chance to win some giveaways and prizes. Puma and Cheetos’ activation also comes as they drop their sneaker collaboration on Feb. 16.

Coinbase Moonshot

Coinbase constructed a 29-foot-tall geodesic dome at NBA Crossover with one goal: to challenge fans to score a basket at the speed of crypto. To accomplish this, the crypto leader is using a panoramic screen to take guests into space as a basket loaded with high-tech sensors determines the speed and precision of their shot. Participants will have a chance to win limited-edition gear, NFTs, and a meet-and-greet with Indiana PacersTyrese Haliburton.

Foot Locker’s Home Court

Foot Locker is taking over downtown Indianapolis with its custom 50,000-square-foot Home Court activation. The unique space features engaging experiences, events, and an interactive LED half-court. The sneaker company will host daily basketball clinics, sneaker trialing, customization stations, exclusive product releases, athlete appearances, and more in the space.


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The Meta Quest Suite

The Meta Quest 3 is the official virtual reality headset of the NBA, so it’s only right the brand is showing up in various places throughout NBA All-Star Weekend 2024. Meta is hosting invite-only experiences during the main events of All-Star Weekend to welcome select guests to get hands-on with Quest 3 devices and see how VR is bringing more fans closer to the game in a unique way. Invited guests can experience a variety of basketball and entertainment apps, including watching courtside NBA games in VR via Xtadium and getting shots up in Gym Class VR Basketball during the Panini Rising Stars and the All-Star game events.

AT&T at NBA Crossover

AT&T is hosting a few activations at NBA Crossover with different tech twists. Here is a rundown of each:

  • AT&T Dribble Town: this immersive gameplay experience features NBa avatars who will act as guides for participants through a dribbling game. Guests get to select who they want their NBA motivator to be to offer real-time feedback and commentary.
  • AT&T Splashville: this activation features a virtual court where fans can compete as their favorite Western Conference player and ace against the clock to make it into the NBA All-Star game.
  • All-Star Mural: AT&T sponsored an interactive mural that lets fans get creative and make their own digital painting that can transform with augmented reality.

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Michelai Graham

Michelai Graham is Boardroom's resident tech and crypto reporter. Before joining 35V, she was a freelance reporter with bylines in AfroTech, HubSpot, The Plug, and Lifewire, to name a few. At Boardroom, Michelai covers Web3, NFTs, crypto, tech, and gaming. Off the clock, you can find her producing her crime podcast, The Point of No Return.