The NBA is turning its All-Star weekend events into a content factory for more than 200 top creators who are gathering in Los Angeles this week. The league has hand-picked a small army of top creators, most of whom they have worked with in varying degrees over the past decade, to be integrated into the league’s formal presentations of “live broadcasts, in-arena programming, on-court competitions and fan experiences,” per the NBA. The goal is to use the events that the NBA is already producing – at the L.A. Convention Center in downtown L.A. and the Intuit Dome in Inglewood — to provide spectacular visuals and days of content fodder for social media creators with influential followings across TikTok, Instagram, YouTube, X, Twitch. The NBA sees the creator-economy eco-system as an important outlet for immediate promotion as well as pipeline for recruiting new fans.
This article originally appeared on Hoops Hype: The NBA is turning its All-Star weekend events into a …