Fanatics Studios secured a multiyear partnership to serve as the creative and event production partner for the NBA All-Star Weekend, IMDb reported.
The joint venture between Fanatics, founded by Michael Rubin, and Obb, founded by Michael D. Ratner, will launch the new agreement in 2027 in Phoenix, Arizona. Fanatics Studios will oversee in-arena events, competitions, and original programming linked to the weekend.
Ratner will act as executive producer for the projects. The studio will collaborate directly with the NBA and media rightsholder NBC Sports to shape production and build new event concepts.
“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,” Ratner told IMDb.
Production Partnership Details
The partnership brings together the commercial reach of Fanatics with the entertainment production background of Obb. Ratner said that the collaboration aims to expand on existing fan favorites during the league’s marquee exhibition.
“There’s already so much about the weekend that fans love. Our job is to build on that, take some big swings and…,” Ratner told IMDb.
The multiyear deal officially tips off in 2027 in Phoenix, Arizona, establishing a new operational blueprint for how league events and related media content are packaged for broadcast and live audiences.
Phoenix 2027 Debut
The 2027 event in Phoenix marks the starting point for the studio’s involvement in the league’s midseason showcase. Preparations involve coordinating across multiple broadcast and league platforms, including NBC Sports.
The agreement covers in-arena entertainment, competitive formats, and auxiliary content designed for distribution across linear and digital channels.
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