Why NBA All Star Weekend is bigger than the game on the court

The headlines from this year's NBA All-Star Weekend focused on a lacklustre, defense-optional All-Star Game — but that misses what makes the weekend one of the most important events in global basketball.

Having attended for several years, first as President of Basketball Australia and now as CEO of EngageRM, I've seen firsthand the impact the weekend has well beyond the game itself.

A platform for good

The NBA lets its athletes bring their full personalities to the fore — fashion, music, art, technology and more all get a stage during the weekend, drawing audiences well beyond basketball fans. Community initiatives like the NBA Cares Day of Service, where volunteers, including players past and present, work alongside the local community, add another dimension.

A global connector

All-Star Weekend draws owners, executives, federation leaders and commercial partners from around the world — this year including USA Basketball, FIBA and a strong Australian contingent. It's a rare moment where the entire global basketball community, from grassroots to the top of the sport, connects in one place.

Past, present and future

The weekend honours the game's history through its Hall of Fame breakfast, showcases current stars through fan-facing events across the city, and previews its future through the Future Forces game and the NBA and FIBA's Basketball Without Borders camp for rising young talent.

The All-Star Game itself may need fixing, but the weekend around it is a masterclass in how a league can put people, community and its global audience at the centre of everything it does.