NBA Names Fanatics Studios Multiyear Creative and Event Production Partner for NBA All-Star

The NBA and Fanatics Studios, the joint venture between Fanatics and entertainment company OBB, have announced a multiyear collaboration that brings Fanatics Studios' creative and event production capabilities to NBA All-Star. The work covers in-arena events, competitions and original content, beginning with NBA All-Star 2027 at Mortgage Matchup Center in Phoenix.

As the event enters its second year on NBC and Peacock, Fanatics Studios will work with the NBA and NBC Sports on in-arena production and on developing new event programming. The company will also draw on its relationships across sports and entertainment to bring talent to All-Star events, and the organizations will partner on original content leading up to the weekend.

Michael D. Ratner, CEO of Fanatics Studios, will serve as executive producer for Fanatics Studios and work with the NBA and NBC Sports on the creative and production approach.

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, says 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, says 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, says Sam Flood, Executive Producer & President, Production, NBC Sports. Together with the NBA and Fanatics Studios, we're excited to build on that success.

Fanatics Studios launched in January 2026 and combines Fanatics' reach across sports with OBB's creative, strategic and production capabilities. 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.

LINK:	https://www.sportsvideo.org/2026/11/13/nba-names-fanatics-studios-mult...
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