AMERICAN EXPRESS: NBA ALL-STAR WEEKEND 2025

AGENCY

Momentum Worldwide - 2025

SKILLS

Experiential Strategy

SUMMARY

In 2025, the NBA hosted its annual All-Star Weekend in San Francisco at Chase Center. Knowing we would be in competitor territory, we decided to strategically leverage our brand sponsorship with Turner Television, which programs the Emmy award-winning Inside The NBA. This was the last year that the studio show would be on the network so we knew that many basketball fans were yearning for way to celebrate the hosts and its many NBA moments.

We thus took over an entire building and transformed it into a Inside The NBA arcade - built out with interactive touch points in which Card Members could play through key highlights of the show on VHS, do the famous “board run” as seen on the show, receive exclusive access to NBA player talks and peruse local Oakland small businesses.