Bleacher Report’s B/R x NC Fanfest To Take Over NBA All-Star 2019 in Charlotte
Bleacher Report will take over Charlotte’s Music Factory for NBA All-Star 2019 with B/R x NC – Sunday, Feb. 17, from 1 p.m. ET to 6 p.m. – an expansive public fan complex comprised of two basketball courts and concert stages that will feature live programming, music, non-stop hoops, interactive exhibits, the debut of a House of Highlights activation, and more. B/R x NC will harness the power of the Bleacher Report and House of Highlights brands to entertain thousands of fans, drive social media conversation, and celebrate North Carolina’s rich basketball heritage.
The event, hosted by Bleacher Report and House of Highlights talent including Adam Lefkoe, Taylor Rooks, Lance Fresh, and Omar Raja, will be led by sponsors Caesars Entertainment, MTN DEW, Ruffles, Intel, McDonald’s, State Farm, and Wilson. Multi-platinum, chart-topping Def Jam recording artist and former college basketball star, 2 Chainz, will close out the event with a headline performance on the Caesars Sports Music Stage. B/R x NC’s jam-packed lineup of fan-centric events will lead up to the tip-off for the 2019 NBA All-Star Game, airing on TNT at 8 p.m.
This will mark the second consecutive year of Bleacher Report’s fanfest at NBA All-Star, tapping into the deep connections of the B/R brand with its fans and delivering compelling programming that they will be able to experience at B/R x NC or by following all the action at home through B/R platforms. All-day basketball programming will include highlights such as “The MTN DEW x Ruffles Ballers Ball on the MTN DEW x Ruffles Basketball Court” played by Lil Durk, Sada Baby, TJ Porter, Fabolous, and Jadakiss, and the return of the State Farm streetballers Dunk Contest. The B/R x NC Stage in the Underground will be programmed with sports and culture-themed entertainment including an East vs. West DJ Battle, local university music and dance teams, and a Variety Show featuring viral social influencers.
With more than 12 million Instagram followers and 1 billion social engagements across all platforms in 2018, House of Highlights is leading the NBA conversation today. At NBA All-Star, fans will get a taste of the humorous, inclusive and relatable content the brand is known for through a physical representation of the platform IRL. “The House of Highlights” event space will include a studio, gaming room, Foot Locker x Adidas NEXT Level Locker Room, and the McDonald’s All American Gym. Attendees will be treated to programming featuring live interviews with some of the NBA and NFL’s top talent. Gym events will include a McDonald’s Youth Clinic with NBA players and McDonald’s #WhereTheFutureStarts Challenge where local high school basketball coaches compete in a skills competition to win grants from McDonald’s that will help support the next generation of players, and potential McDonald’s All-Americans.
“Each year, the biggest stars and athletes descend upon NBA All-Star Weekend to help make this one of the biggest and most viral events of the year,” says Howard Mittman, CMO/CRO, Bleacher Report. “We have created a physical representation of the Bleacher Report and House of Highlights brands to foster and deepen the connection between the NBA players and our massive community of Gen Z and Millennial fans. We aim to create an engaging experience on the ground for our fans in Charlotte, as we simultaneously harness the power of our social and digital distribution to bring fans, not able to attend the event, the type of exclusive content they’ve come to expect from Bleacher Report.”