The National Basketball Association (NBA) has announced that more than 200 global creators will participate in NBA All-Star 2026 in Los Angeles, marking the league’s largest creator integration for a single event. The creators collectively reach more than one billion followers worldwide.

The participants will be embedded across live broadcasts, in-arena programming, on-court competitions, and fan experiences during All-Star Weekend, which takes place February 12-15.

“The NBA has a long history of collaborating with talented creators who share our commitment to bringing the excitement of our games and events to fans around the world,” said Bob Carney, NBA SVP of Social & Digital Content. “We’re thrilled to join forces with more creators than ever at NBA All-Star, providing opportunities for them to be active participants across virtually every event and deliver engaging content that showcases this marquee NBA event to different audiences.”

Creator Court Debuts at NBA Crossover

NBA Crossover, an immersive fan event running throughout All-Star Weekend, will feature a Creator Court hosting various activities and meet-and-greet opportunities. 

The venue opens with the PlayStation NBA Creator Cup on Feb. 12, a 3v3 tournament featuring YPK Raye, Cam Wilder, Carson Roney, Kris London, Jay Cinco, Stephania Ergemlidze, and Dude Perfect’s Sparky. 

The competition will livestream on the NBA’s YouTube and Facebook channels and the NBA App.

Jesser, serving as the league’s 360° ambassador, will record interactive challenges at the Intuit Dome and provide live commentary for the PlayStation Creator Cup alongside SeanDoesMagic. He will also host a retail pop-up store at NBA Crossover, selling Bucketsquad merchandise.

Integration Across All-Star Programming

Creators will participate directly in All-Star events: 

Chris “Lethal Shooter” Matthews will coach in the Ruffles NBA All-Star Celebrity Game on Feb. 13. Dude Perfect co-founder Cody Jones and basketball content creator Jenna Bandy will play in the game.

NBA ID Member ambassadors Druski, Lethal Shooter, and Dude Perfect co-founder Tyler Toney will be assigned roles via fan voting for NBA All-Star Saturday on Feb. 14. 

Rapper Harry Mack will perform an in-arena freestyle during the NBA All-Star Game on Feb. 15.

According to a 2025 STN Digital report, the NBA maintains the largest social media presence among major U.S. sports leagues, with the average NBA team reaching 16.6 million followers compared to 9.1 million for NFL teams.