NBA names Fanatics Studios multiyear creative and event production partner for NBA All-Star

NEW YORK,

Nov. 12, 2026 – 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.