AT&T’s Venice Beach "Dunk District" Showcases Next‑Gen Connectivity at NBA All‑Star

AT&T builds a Venice Beach “Dunk District” to highlight next‑generation connectivity

AT&T is rolling out a technology‑forward fan hub at NBA All‑Star 2026 that showcases how next‑generation connectivity and immersive storytelling scale live sports. The centerpiece is the AT&T Dunk District on Venice Beach’s iconic courts, where street basketball meets Los Angeles culture in large‑scale activations designed to connect fans to the game and the brand. The programme positions AT&T as a technology and experience partner rather than simply a sponsor.

The activations blend physical and digital engagement. A mobile “Dunk Bus” features motorized hoops, NBA 2K gaming stations and a digital postcard wall to capture and share slam‑dunk moments; a Phone Case Customization Station lets fans personalize devices on site; and a Free Play court provides open play and curated programming for local students and athletes. AT&T also stages a fashion‑forward ShaiT&T showcase highlighting Shai Gilgeous‑Alexander, limited‑edition tees designed by his brother Thomasi Gilgeous‑Alexander, and an exclusive Shai x Masi shirt for AT&T customers, tying player culture to merchandise and local artist collaborations.

The initiative underlines AT&T’s strategy to use live sports as a lab for experiential products and services, expecting thousands of fans to engage across activations that amplify diverse communities and local creators. As title partner of All‑Star Saturday Night, AT&T Slam Dunk returns while the company commemorates the 150th anniversary of the first phone call, framing the theatrical event as both heritage branding and a demonstration of modern network capabilities.

Cross‑platform streaming and esports tie‑ins extend reach

AT&T pairs gaming and streaming partners to broaden audience touchpoints. XSET’s Hoops & Streams produces an IRL livestream that pairs influencers Clix, Jesser and Kris London with NBA legends Chris Paul, Baron Davis and Jason Terry for a 2v2 competition, plus an NBA 2K contest aboard the Dunk Bus, blending creator culture with traditional sport.

Local engagement and fan services reinforce community focus

Beyond spectacle, AT&T builds practical fan services, including a custom lounge at NBA Crossover where attendees can recharge devices and themselves, and programming that spotlights local artists and athletes. The overall effort frames AT&T’s investment in basketball as a connector for culture, commerce and next‑generation connectivity.