As a part of a new multiyear marketing partnership, AT&T and the National Basketball Association will create enhanced fan experiences across the NBA, WNBA, NBA G League, NBA 2K League and USA Basketball. The new agreement will begin at the 2019 NBA All-Star in Charlotte, North Carolina, February 15–17, during which the global communications and technology company will serve as the title partner of AT&T Slam Dunk as well as the presenting partners of NBA All-Star Practice and Media Day. Sponsor activation will also be visible in all arenas and at State Farm All-Star Saturday Night and NBA Crossover.

“We are thrilled to collaborate with one of the world’s leading communications and technology companies, with a slate of activities tipping off during NBA All-Star,” said Dan Rossomondo, NBA senior vice president of media and business development. “AT&T will help create unique experiences for the diverse fan bases represented across all of our leagues.”

The partnership aims to bring fans closer to the game through experiences that may utilize 4K, virtual reality, mixed reality and other immersive technologies.

“We look forward to working with one of the most iconic leagues in the world, deepening our connection with basketball fans who represent increasingly young, diverse, tech-centric and socially engaged audiences that are important to our company,” said Fiona Carter, chief brand officer of AT&T Communications. “Connecting with these audiences through a great brand like the NBA allows us to grow customer relationships and create more memorable experiences at a game, at home or on the go.”

Additionally, AT&T will serve as the official partner of the NBA Draft presented by State Farm, the Jr. NBA Global Championship, MGM Resorts NBA Summer League and the NBA Mexico Games.