Why brands are going all out to reach basketball’s biggest fans

The NBA All-Star Weekend is the ultimate trip for lovers of basketball. I made the journey to Salt Lake City, Utah earlier this year for the annual weekend of experiences, exhibitions, performances and the game itself, along with thousands of passionate fans from around the world. In fact, I make the pilgrimage to the US every couple of years specifically for this event – I was in Los Angeles in 2018 and in Chicago in 2020. You don’t need to be Michael Jordan to know that basketball is more

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