Editor’s Note: The 2025 AT&T WNBA All-Star Weekend, which occurred July 18-19 in Indianapolis, welcomed thousands of basketball fans and more than 25 WNBA partners and licensees for the two-day fan fest—indicating that women’s basketball is hotter than ever. Chief Marketer Network publication Event Marketer rounds up nine brands that activated during the event, including AT&T, Google and State Farm. Below is an excerpt; head to Event Marketer for the full story.
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AMERICAN EXPRESS
Longtime Official Card Partner of the WNBA, American Express provided card members and their guests a fast lane for expedited entrance to WNBA Live and a priority entrance at Gainbridge Fieldhouse for the Kia Skills Challenge and WNBA All-Star Game. All fans had the chance to visit the Amex pop-up at WNBA Live, where they could answer trivia questions to win prizes like WNBA apparel, Crocs Jibbitz, a Wilson gift card and more from the Amex More Machine, and meet WNBA All-Star and rookie Kiki Iriafen.
AT&T
At its WNBA Live activation, AT&T granted fans “All-Star Access” to WNBA players DiJonai Carrington, Sabrina Ionescu and A’ja Wilson, who participated in meet-and-greet photo ops at “Smile for the ‘Papz.” The brand also brought back the fan-favorite “M’VIP Nail Art” experience, where nail techs adorned participants’ nails with chrome and jewel accents, and put fans in players’ shoes with the tech-forward “4-Point Plays” hoops activation, with Ionescu and Wilson front and center. Attendees who signed up for All-Star Access text alerts received gold WNBA shoelace charms as a welcome gift and access to custom merch drops.
Google’s activation at WNBA Live took fans through an interactive journey across several touchpoints that spotlighted Google Pixel, the Official Fan Phone of the WNBA, and Google Search. First up at “Welcome to The W,” fans took a Google Search Trends quiz, got recruited to a WNBA team and received an All-Access Pass to collect their digital keepsakes throughout the experience.
They then enhanced their tunnel fits using Google’s virtual try-on feature and perused Kelsey Plum’s and A’ja Wilson’s fashions with Google Lens. The Hall of Fits showcased the two players’ favorite looks in a mini-museum, and Circle to Search technology enhanced the display by providing information on the outfits. The WNBA stars participated in a Courtside Chat with influencer Katie Feeney, and Crissa Jackson walked fans through a live hoops showcase.
Read the full story at Event Marketer.
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