NEW YORK – The National Basketball Association (NBA) and Fanatics Studios, the joint venture between Fanatics and global entertainment company OBB, today announced a multiyear collaboration that will bring Fanatics Studios’ creative and event production capabilities to NBA All-Star, including in-arena events, competitions and original content, starting with NBA All-Star 2027 at Mortgage Matchup Center in Phoenix.

As the annual showcase enters its second year on NBC and Peacock, Fanatics Studios will work alongside the NBA and NBC Sports on the in-arena production of All-Star events and in developing new event programming.

The collaboration will tap into Fanatics Studios’ relationships across sports and entertainment to bring marquee talent to All-Star events, and the organizations will also partner on original content leading up to NBA All-Star that brings fans closer to the players and stories that define the weekend.

Michael D. Ratner, CEO of Fanatics Studios, will serve as executive producer for Fanatics Studios and work closely with the NBA and NBC Sports on the creative and production approach for the in-arena events, competitions and original content.

“NBA All-Star is one of those moments where sports and culture collide, and getting to work with the NBA, the players and NBC Sports on what comes next is incredibly exciting,” said Ratner. “There’s already so much about the weekend that fans love. Our job is to build on that, take some big swings and bring new ideas into the mix. This announcement is just the beginning, and we’re so excited for everything ahead.”

“NBA All-Star is an opportunity to celebrate the extraordinary talent of NBA players and bring fans together around the game,” said Gregg Winik, President, Content & Executive Producer, NBA. “We look forward to building on what fans love about NBA All-Star while finding new ways to evolve the experience with Fanatics Studios.”

“Last season demonstrated the power of bringing NBA All-Star back to NBC Sports, with fans responding in a big way and driving significant growth in viewership for the event,” said Sam Flood, Executive Producer & President, Production, NBC Sports. “Together with the NBA and Fanatics Studios, we’re excited to build on that success.”

Launched in January 2026, Fanatics Studios combines Fanatics’ reach across sports with OBB’s creative, strategic and production capabilities to develop and produce sports entertainment across live events, film, television, branded content and original formats. Its projects include the Fanatics Flag Football Classic, the 2026 ESPYS and Fanatics Fest: All Access for ESPN. Upcoming projects include a documentary on Olympic gold medalist Suni Lee and the Official Olympic Film for LA28.

About the NBA
The National Basketball Association (NBA) is a global sports and media organization with the mission to inspire and connect people everywhere through the power of basketball.  Built around five professional sports leagues:  the NBA, WNBA, NBA G League, NBA 2K League and Basketball Africa League, the NBA has established a major international presence with games and programming available in 214 countries and territories in more than 50 languages, and merchandise for sale in more than 200 countries and territories on all seven continents.  NBA rosters at the start of the 2026-27 season featured 125 international players from a record-tying 43 countries across six continents.  The NBA’s digital assets include NBA TV, NBA.com, the NBA App and NBA League Pass.  The NBA has created one of the largest social media communities in the world, with more than 2.5 billion likes and followers globally across all leagues, team and player platforms.  The NBA’s Tap to Watch provides seamless access to local, national and global live game telecasts via the NBA App, NBA.com, third-party digital platforms and NBA partner platforms.  NBA Cares, the NBA’s global social impact platform, drives change on issues facing fans and communities in the areas of health and wellness, civic engagement, social justice and inclusion, and sustainability.

About Fanatics Studios
Fanatics Studios is a joint venture between Fanatics, a leading global sports platform, and global entertainment company OBB, built to create, finance, produce and distribute content at the intersection of sports and culture. The studio combines Fanatics’ unmatched reach across the global sports ecosystem with OBB’s proven ability to drive culture through storytelling and create award-winning content with the biggest names in sports and entertainment.

Fanatics Studios develops projects spanning live events, film, television, documentaries, digital content and original formats. Its growing slate includes the Fanatics Flag Football Classic, the 2026 ESPYS, Fanatics Fest: All Access, the upcoming Suni Lee documentary and the Official Olympic Film for LA28, alongside partnerships with organizations including the NFL, MLB, WWE, LA28 and ESPN.