The NBA will highlight and pay tribute to the vital role of Historically Black Colleges and Universities (HBCUs) at 2021 NBA All-Star game with HBCU-inspired elements incorporated on broadcast and in-arena on Sunday, March 7 from State Farm Arena in Atlanta. In addition to music, content and storytelling, the league will spotlight HBCU students and alumni through the Michelob Ultra Courtside virtual fan experience, student artwork, in-arena activations, merchandise and partnerships.
As previously announced, the NBA All-Star Game and skills competitions will take place on the same night for the first time. TNT’s coverage will begin at 5 p.m. ET, followed by the Taco Bell® Skills Challenge and MTN DEW® 3-Point Contest starting at 6:30 p.m. ET.
All-Star Court
The game court for NBA All-Star 2021 will represent both the academic significance as well as the incredible pride and school spirit of HBCUs and their students. The court design – created in collaboration with HBCU alumni from various schools – is vibrant and energetic, incorporating icons representing the best of HBCU academics, music and campus life while connecting back to the celebration of the game at center court.
Virtual Fans
Three hundred frontline workers and HBCU students will be invited to virtually attend NBA All-Star 2021 through Michelob ULTRA Courtside, the game’s virtual fan experience. Various VIP guests will join the frontline workers and HBCU students in this special co-viewing experience.
In partnership with Anheuser-Busch and the Anheuser-Busch Foundation, who together have contributed more than $5 million to UNCF to support educational programs and scholarships for students attending HBCUs, the Michelob ULTRA Courtside experience will give fans the ability to virtually interact with each other and access to special reaction graphics that will be visible on their screens to those inside State Farm Arena.
HBCU Student Artwork
Seven artists who currently attend HBCUs will have their custom artwork displayed in-arena, at the players’ hotel, on the broadcast and across NBA social platforms ahead of and during NBA All-Star 2021. The seven students, who represent Howard University, Albany State University and Florida A&M University, respectively, created HBCU-inspired art with different themes. Five of the artists have been invited as virtual fans for the game, while two will attend in-arena.
