However, the NBA is not writing a check to every one of them. Some do it for the exposure, the content and the opportunities may emerge with the NBA’s blue-chip sponsors. Jesser, a sports influencer with 37.2 million YouTube followers, will have extra VIP access throughout the event. He is also scheduled to pull the live-stream friendly stunt of spending the night by himself inside the Intuit Dome before the game. “We are not writing a check to every single creator. It’s really not a pay-to-play sort of thing, but when there’s a paid opportunity, of which there are many, mainly from the entire marketing partner footprint that we have at All- Star Weekend. When it becomes a paid engagement, marketing partners are paying the creators because it’ a sponsorship. They want to feature this talent, this famous person in in their commercial, whatever they’re whatever they’re promoting,” Carney says.
This article originally appeared on Hoops Hype: Sponsors. Jesser, a sports influencer with 37.2 …