AT&T’s Dunk District Brings Immersive Tech and Culture to NBA All-Star 2026

AT&T brings immersive tech to Venice Beach for NBA All-Star 2026

AT&T is deploying a technology-forward presence at NBA All-Star 2026 that fuses large-scale fan activations with local culture, aiming to demonstrate how next-generation connectivity enhances live sports. The centerpiece is the AT&T Dunk District on Venice Beach’s iconic courts, where branded installations, gaming and interactive experiences are designed to engage thousands of fans and spotlight community programming.

Dunk District blends street basketball energy with connected experiences

AT&T’s Dunk District centers on interactive activations that combine hardware, content and culture. A mobile Dunk Bus features motorized hoops and an onboard NBA 2K gaming setup, while a digital postcard wall lets fans capture and share slam-dunk moments in real time. The company is also offering a Phone Case Customization Station for on-site personalization and a Free Play Basketball Court that hosts open play and curated programming for local students and athletes, reinforcing community engagement.

The activation foregrounds cultural collaborations tied to players and local creators. A ShaiT&T fashion showcase spotlights Shai Gilgeous-Alexander alongside merchandise from L.A. artists, including limited-edition tees designed by his brother Thomasi Gilgeous-Alexander. AT&T is producing an exclusive Shai x Masi t-shirt available to its customers, positioning the campaign as both a tech demonstration and a platform for player-led cultural expression. Organizers expect the mix of experiential tech and artist-driven merchandise to amplify local voices while keeping fans connected on-site.

AT&T pairs content creators and legends in live streaming

Beyond the Dunk District, AT&T partners with XSET on Hoops & Streams, an IRL livestream that pairs streaming stars Clix, Jesser and Kris London with NBA veterans Chris Paul, Baron Davis and Jason Terry. The production stages a 2v2 on the courts and an NBA 2K competition aboard the Dunk Bus, extending the physical activations into social video and esports-style viewership.

Slam Dunk title sponsorship and fan amenities underscore broader strategy

As title partner of All-Star Saturday Night, AT&T Slam Dunk returns while noting the 150th anniversary of the first phone call and confirming participants including Jaxson Hayes, Carter Bryant, Keshad Johnson and Jase Richardson. The company also places a custom lounge in the NBA Crossover concert area for fans to recharge devices and themselves, underscoring AT&T’s continued investment in basketball as a connective platform and a showcase for immersive storytelling.