The NBA is bringing Fanatics Studios into the production of All-Star Weekend, with the partnership set to begin in Phoenix in 2027, according to ESPN’s Shams Charania.
Charania reported Thursday that the agreement will run for multiple years. The work will extend to how competitions are presented, entertainment inside arenas and attracting high-profile athletes and celebrities.
https://x.com/ShamsCharania/status/2120962876730966360
The report identifies a new production partner for one of the league’s marquee events. It does not lay out new All-Star Game rules, name competition participants or specify which events will be redesigned.
What Fanatics Studios brings to NBA All-Star Weekend
Fanatics Studios launched in January as a joint venture between Fanatics and OBB Media, led by CEO Michael D. Ratner. Its work encompasses films, television, digital programming and live events.
The company’s launch announcement included a role producing the 2026 ESPYS alongside ESPN and Full Day Productions, plus an agreement for ESPN programming in 2026 and 2027. The initial slate also included production of the official LA28 Olympics film.
Those projects help explain the kind of partner the NBA is adding: a studio with sports-event and entertainment production work already on its slate. Charania’s report did not disclose the deal’s financial terms or exact length.
Phoenix already has a broader All-Star schedule in place
All-Star Weekend is scheduled for Feb. 19-21, with Sunday’s All-Star Game at Mortgage Matchup Center, home of the Phoenix Suns.
The NBA had already announced the return of NBA Jam Session for the first time since 2014. The Phoenix Convention Center event will cover more than 300,000 square feet, with over 40 interactive activities and more than 100 talent appearances planned.
The weekend also includes a two-night music festival, the Celebrity Game, Rising Stars and the HBCU Classic.
The NBA announced those plans in October, before the reported Fanatics Studios agreement.
