Unbelievably Grand Scale! A Festival Where the World’s Best Professional Basketball Players Gather! NBA All-Star 2023 On-Site Report

Hello. I’m Ninomiya from the Sports Division, 3rd Bureau, Public Relations Business Headquarters.

Recently, Japan’s national team won the WBC (World Baseball Classic), which determines the world’s best in baseball, and the entire country was filled with joy.

The pandemic, which had a significant impact on the sports world, has subsided, and with the lifting of restrictions on cheering with voices, the sports entertainment that should be—filled with roaring crowds—has almost fully returned.

Furthermore, 2023 has the World Aquatics Championships (Fukuoka) in July, the Basketball World Cup (Okinawa and other locations) in August, and the Rugby World Cup (France) in September ahead, and Japan is expected to be enveloped in sports excitement once again.

In this context, I would like to share about the NBA All-Star 2023, the all-star game where star players from the American professional basketball league NBA gather, where the excitement at the venue has already returned.

▼Click here for details on the NBA Japan Games supported by SUNNY SIDE UP
NBA Stars Assemble! A Report on the NBA Japan Games Held for the First Time in Three Years!

NBA All-Star 2023 was held over three days from February 17 to 19 (local time) at Vivint Smart Home Arena in Salt Lake City, Utah, but in fact, various other initiatives were taking place beyond that.

I would like to introduce some of them today!

All-Star Atmosphere from the Airport! Citywide Excitement!

After approximately 13 hours of flight including connections from Tokyo’s Haneda Airport, I arrived at Salt Lake City International Airport. Upon disembarking from the plane, the “NBA ALL-STAR 2023 UTAH” logo was immediately designed on the airport floor. The baggage claim area was also decorated with All-Star participating players, and I was greeted by an airport filled with All-Star colors.

Airport floor designed with the NBA All-Star logo

When I went downtown, streetcars wrapped in NBA All-Star designs were running, and All-Star logo objects were displayed. In fact, the streetcars operated free of charge during the All-Star period. This was available to anyone without conditions such as possessing an NBA All-Star game ticket.

Streetcar running with All-Star limited edition wrapping

To give a Japanese example, it would be like anyone being able to ride the Yamanote Line for free during the Olympic period! Even though it’s a once-a-year festival, the grand scale of the NBA could be felt from the city’s atmosphere.

NBA’s Social Contribution Program “NBA Cares”

Since 2005, the NBA has been implementing a program called “NBA Cares” to address social issues in the United States and around the world. At NBA All-Star 2023, activities such as interactions between current and former players with local elementary school students, food banks, and clinics aimed at nurturing future basketball players for children were conducted.

The children were delighted to interact with their admired NBA players and legends. It must have been an unforgettable day for them.

Legend Thurl Bailey interacting with local elementary school students

Furthermore, by working on social contribution activities in cooperation with sponsor companies, the NBA was able to achieve things that would be difficult for the league alone to realize. In this case, a STEM lab equipped with the latest technology was installed at a local elementary school, along with basketball hoops and gymnasium renovations including floor designs. I believe that the culture of American companies, where the concept of charity and volunteering is deeply rooted, leads to such initiatives.

※1 A classroom equipped with the latest technology that can be used for programming education, jointly funded by the NBA and insurance company State Farm

Children fascinated by the latest touch panel board donated by the NBA

Attention on Next-Generation Star “Taiga Okada” Participating in NBA All-Star Weekend from Japan!

When it comes to the NBA All-Star, attention is focused on the brilliant techniques and powerful shots by top-tier players. This year, particular attention was drawn to the participation of LeBron James, who became the all-time leading scorer in NBA history.

However, that’s not all. During the NBA All-Star Weekend, games and programs aimed at developing the next generation were held.

As one of these, the “Basketball Without Borders Global Camp (BWB Global Camp),” which invites the top 40 promising male high school-age players from 27 countries around the world, was held, and Taiga Okada participated from Japan.

Taiga Okada boldly attacking without being intimidated by large overseas players

Okada currently plays in the Spanish professional league (EBA), and during the camp, his ability to play while making the best choices for the team without being intimidated by physically larger overseas players was impressive. Compared to overseas players who tend to become narrow-minded and play individually, he took the initiative in team play such as passing and defense, earning trust from players and coaches. At only 18 years old, Okada is attracting attention as a potential fourth Japanese NBA player!

$1,487,800 Donated to Charity at NBA All-Star 2023

During the period, four events were held: the RUFFLES NBA All-Star Celebrity Game, the Starry Three-Point Contest, the NBA HBCU Classic, and the 72nd NBA All-Star Game. Donation amounts were set based on points earned and victories, which were donated to social contribution organizations. All four events had title sponsors, with donations coming from each sponsor company. While attention is focused on the play, charity aspects are hardly known.

Donation amount at the 72nd NBA All-Star Game

In Japan, professional sports that hold all-star games award prize money to players as MVP or fighting spirit awards. Even if not matching the NBA’s scale, donating to social contribution organizations rather than to players would increase the league’s favorability and eventually lead to fan growth. I felt that Japanese professional sports still have much to learn from top leagues like the NBA.

Star Player Press Conferences Decided Two Hours in Advance!? Flexible Response Required

This time, SUNNY SIDE UP was responsible for NBA’s priority media selection, media invitation, exposure acquisition, and generating buzz around the NBA All-Star. We implemented media promotion aimed at expanding fans in Japan, communicating NBA’s business strategy, and creating viewership for the NBA All-Star.

On-site, almost nothing went according to schedule—program changes, event start times, shuttle bus departure times, etc. This is apparently the American way… Furthermore, information that a highly anticipated press conference with LeBron James would be held came only two hours before it started.

LeBron James appearing at the pre-All-Star Game press conference

In order to efficiently guide media according to their requests through simultaneously occurring content, we had to respond flexibly and spent our days rushing around.

We will continue to work through trial and error daily to create “fun excitement” to further promote the NBA in Japan!