The scale is beyond belief! The excitement of the 2023 NBA All-Star Game where the world’s top professional basketball players gather
This is Yusuke Ninomiya from the Public Relation division 3.
Fans around Japan were ecstatic when Japan won the WBC (World Baseball Classic) back in March.
With the pandemic dwindling down, sports entertainment is gradually returning to its true form, with the welcome sound of cheering fans.
Many exciting sporting events are planned for 2023, such as the World Aquatics Championships in July (Fukuoka), Basketball World Cup in August (Okinawa), and Rugby World Cup in September (France).
To set the stage, let me share the excitement of the 2023 NBA All-Star Game where the top players of the NBA come together.
▼Scenes from NBA Japan Games 2023 which SSU had the pleasure to support (past blog in Japanese)
NBAスターが集結！3年ぶりの開催となったNBAジャパンゲームズの様子をレポート！
The 2023 NBA All-Star Game was held at the Vivint Smart Home Arena in Salt Lake City, Utah from February 17 to 19. But there were a lot of different other activities around the All-Star Game, and we’d like to introduce them to you.
The entire city was in NBA All-Star mode, from the minute you step into the airport!
Arriving at the Salt Lake City airport after a total of 13 hours flying time from Tokyo, we were welcomed by a huge “NBA All-Star 2023 Utah” logo on the floor of the airport. NBA players participating in the All-Star Games adorned the walls of the baggage claim area, and we were surrounded by NBA All-Star branding.
Floor of the airport with NBA All-Star logo
Once we reached downtown Salt Lake City, there were street cars with the NBA All-Star wrapping, and there were even works of art with the NBA All-Star logo. Anyone can ride the specially branded street cars for free during the All-Star Games, regardless of whether or not you have a ticket for the game.
Streetcar with the NBA All-Star wrapping
Just to give you an idea of the scale of this offer, it’s equivalent to being able to ride the Yamanote line for free during the Olympic games! The scale and excitement of this annual event definitely came through.
NBA Cares, the global social responsibility program of the NBA
The NBA launched NBA Cares in 2005, to address important social issues in the US and around the world. During the 2023 NBA All-Star weekend, active and retired players interacted with children, donated food, and held basketball clinics for future basketball players.
The children who participated were clearly excited about being able to meet some of their greatest idols, and it was surely an experience they will never forget.
Thurl Bailey interacts with local elementary school children
The NBA has also been involved in community projects by working together with sponsor companies to expand the range of possibilities. For instance, a STEM lab was set up at a local elementary school (※1) in addition to renovating the gym with updated basketball hoops and floor design. These activities reflect the culture of charity and volunteerism that has long been a part of the US corporate culture.
※1 A lab with the latest equipment to support education in programming and other technology, funded jointly by the NBA and State Farm Insurance
Children try out the touch panel board donated by the NBA
All eyes were on Taiga Okada, the Japanese hopeful participating in the NBA All-Star Weekend!
The NBA All-Star game is the place to see skilled moves and exciting shots from the top basketball players. This year, many were looking forward to seeing Lebron James who had just broken the record for career points.
But that’s not all. There were games and special programs for the next generation of basketball players during NBA All-Star Weekend.
Japanese athlete Taiga Okada participated in the BWB Global Camp along with a total of 40 high school aged boys from 27 countries.
Taiga Okada competing at the same level with athletes from other countries who were much taller than him
Taiga plays in the EBA, the Spanish professional league, and his ability to choose the ideal moves against players many of whom were much larger than him, certainly left an impression. While many other players tended to focus on what was happening immediately around them, Taiga proactively passed and defended the goal, earning trust from fellow players as well as the coaches. The 18 year old may be well on his way to becoming the fourth Japanese NBA player!
1,487,800 dollars donated during NBA All-Star 2023
A point system was set up for 4 activities during the NBA All-Star Weekend – RUFFLES NBA All-Star Celebrity Game, Starry Three-point Contest, NBA HBCU Classic and the 72nd NBA All-Star Game. The donation amount was determined by the number of points scored and the winning team. Each event had a main sponsor, but unfortunately, spectators were probably too focused on the excitement on the court to understand how the donation works.
Total donation from the NBA All-Star 2023 Game
Many sports in Japan have all-star games, but most only select an MVP or similar award for a participating player. While the monetary amount may not be anywhere close to what the NBA is able to raise, charitable actions by sporting teams are certain to enhance favorability for the overall teams, leagues and players, further leading to an increase in fans. Professional sport in Japan certainly has a lot to learn from the NBA.
Accommodating last minute changes
SSU supported the NBA All-Star Game by selecting priority media to travel to Salt Lake City to experience the events and maximize buzz around the NBA through media exposure. Our media outreach was geared to increase NBA fans in Japan, communicate the business strategy of the NBA, and secure viewers for the 2023 NBA All-Star Game.
LeBron James holds a press conference before the All-Star Game
We look forward to continuing working closely with the NBA to “create a buzz” in Japan!
