The NBA basketball league has entered into a multi-year partnership with telecommunications company AT&T, with the deal designed to enhance the fan experience across arenas.

The two parties will join forces to create experiences across the NBA, the Women’s National Basketball Association (WNBA), NBA G League, NBA 2K League and USA Basketball.

The deal begins next week at the NBA All-Star event at Charlotte’s Spectrum Center, where AT&T will hold title partnership rights to the AT&T Slam Dunk and serve as the presenting partner of NBA All-Star Practice and Media Day.

The multi-faceted agreement will enable the NBA and AT&T to develop marquee NBA moments, events, community involvement opportunities and technology innovations. Next-generation content experiences will be created utilising 4K, virtual reality, mixed reality and other immersive technologies.

“We are thrilled to collaborate with one of the world’s leading communications and technology companies, with a slate of activities tipping off during NBA All-Star,” Dan Rossomondo, NBA senior vice-president of media and business development, said.

“AT&T will help create unique experiences for the diverse fan bases represented across all of our leagues.”

Fiona Carter, chief brand officer, AT&T Communications, added: “We look forward to working with one of the most iconic leagues in the world, deepening our connection with basketball fans who represent increasingly young, diverse, tech-centric and socially engaged audiences that are important to our company.

“Connecting with these audiences through a great brand like the NBA allows us to grow customer relationships and create more memorable experiences at a game, at home, or on the go.”

The deal also names AT&T as an official partner of the NBA Draft, Jr. NBA Global Championship, NBA Summer League and NBA Mexico Games. The company will benefit from brand exposure across NBA.com and the NBA app, and during broadcasts by ABC, ESPN and TNT.

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