The National Basketball Association (NBA) and Fanatics Studios, the joint venture between Fanatics and OBB, announced a multiyear collaboration naming Fanatics Studios the creative and event production partner for NBA All-Star, beginning in 2027 in Phoenix.

The partnership will bring Fanatics Studios’ creative and production capabilities to the weekend, spanning in-arena events, competitions, new programming and original content designed to bring fans closer to the players and stories that define NBA All-Star.