AT&T’s activation fan experience at Pioneer Court in downtown Chicago.
Jenny Lynn Photography
The WNBA’s rapid commercial growth has transformed WNBA All-Star Weekend into one of the most valuable stages in sports marketing and partnerships, where brands are competing for not only visibility, but for meaningful engagement with fans.
As one of the league’s longest-standing corporate partners, AT&T is leaning into that opportunity with a strategy centered on long-term investment, fan-first experiences, and emerging technology. At this year’s WNBA All-Star festivities in Chicago, the company is debuting new activations designed to deepen fan connections, while reinforcing its commitment to the league’s continued growth.
INDIANAPOLIS, INDIANA – JULY 19: (L-R) Napheesa Collier #24 of the Minnesota Lynx and Caitlin Clark #22 of the Indiana Fever speak to the media prior to the 2025 AT&T WNBA All-Star Game at Gainbridge Fieldhouse on July 19, 2025 in Indianapolis, Indiana. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and or using this photograph, User is consenting to the terms and conditions of the Getty Images License Agreement. (Photo by Michael Hickey/Getty Images)
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As the title partner of WNBA All-Star, in a multi-year deal, AT&T has several unique activations on the ground for WNBA fans. First, AT&T is the title partner of the All-Star Game on Saturday, July 26.
The company also launched the AT&T Fan Experience at Pioneer Court where fans can interact, play, and connect outdoors around the All-Star game in Chicago.
WNBA fans shoot hoops at AT&T’s Pioneer Court for WNBA All-Star weekend.
Jenny Lynn Photography
Further, at Pioneer Court, AT&T is supporting the community through their Get Buckets For Small Biz Interactive Challenge, where fans help unlock basket-driven fan-powered donations of up to $150,000 to three Chicago small businesses.
AT&T’s presence at WNBA All-Star will also spotlight community programming through device distribution, which will provide 200 devices to local youth to help ensure they have the connectivity needed for the upcoming school year.
Additionally, with Jr. WNBA Day presented by AT&T and Changemaker Day programming, the company is recognizing the next generation of athletes, leaders and fans, particularly ones focused on growing women’s sports.
Why AT&T Continues To Invest In The WNBA All-Star Weekend
Las Vegas Aces All-Star A’ja Wilson poses with fans at AT&T’s Pioneer Court.
Jenny Lynn Photography
For AT&T, sponsoring WNBA All-Star is not a one-weekend activation, but part of a long-term strategy to grow alongside one of the fastest-rising properties in sports. Assistant Vice President of Sponsorships & Experiential at AT&T, Sabina Ahmed explained that being involved with the WNBA was an intentional partnership.
She said, “When we built the partnership with the NBA and the WNBA we were very intentional in how we built the W partnership. It wasn’t an add-on to the broader NBA deal. It was an intentional deal focused on how we shine a light on women athletes, how do we solve for the disparity in terms of viewership and support for women in sports.”
She continued, “We have been long-time supporters of women in sports as a 20-year NCAA partner, and long-standing partner of the US and Mexican men and women’s national teams. We have a tremendous amount of history and legacy supporting women in sports, so the W made a lot of sense for us to bring into our portfolio.”
Sabina Ahmed, Assistant VP of Sponsorships & Experiential at AT&T
AT&T
Particularly, AT&T has been building the WNBA All-Star weekend into a destination alongside the league the past eight years. “AT&T has been a tremendous partner as the WNBA continues to reach new heights in fan engagement, visibility, and cultural impact,” said Colie Edison, WNBA Chief Growth Officer. “WNBA All-Star is one of our biggest opportunities to bring together fans, players, and brands, and AT&T’s continued investment reflects the growing value that brands see in women’s sports.”
As part of the AT&T Pioneer Court experience, fans can make custom tote bags.
Jenny Lynn Photography
AT&T’s presence is not just felt by the fans that get to take part in the weekend, festivities, and activations, but also the players. Sabrina Ionescu, five-time WNBA All-Star with the New York Liberty stated, “WNBA All-Star is one of my favorite weekends. You can really feel the energy from the fans. I love what AT&T is doing at their fan experience in Pioneer Court, especially the custom tote bags. It’s cool for fans to have something to take with them and feel like they’re part of it. That connection is what makes weekends like this different.”
CHICAGO, ILLINOIS – JULY 23: Flau’jae Johnson #4 of the Seattle Storm arrives at the Orange Carpet as a part of the 2026 AT&T WNBA All-Star Weekend at McCormick Place on July 23, 2026 in Chicago, Illinois. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and or using this photograph, User is consenting to the terms and conditions of the Getty Images License Agreement. (Photo by Geoff Stellfox/Getty Images)
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Flau’jae Johnson, rookie WNBA All-Star for the Seattle Storm said, “For me, everything really starts with the fans, so seeing AT&T create spaces where fans can show up and vibe is super dope. It’s about staying connected to the next generation.”
How AT&T Is Using New Technology, Turbo Live To Enhance The WNBA All-Star Weekend Experience
Beyond its fan activations and community initiatives, AT&T is introducing new technology, Turbo Live, at WNBA All-Star to improve connectivity, ensuring fans can seamlessly share and engage in real time.
Turbo Live, will be a first of its kind innovation tool in stadium for the Skills Challenge and All-Star Game that allows fans with larger data needs to share and stay connected despite extreme congestion.
The technology gives you a priority data boost for high-demand and highly-crowded moments. The service is being offered to all customers despite wireless service provider, a deliberate decision to ensure all fans enjoyed the in arena experience.
Fans enjoying AT&T’s Pioneer Court activations for WNBA All-Star.
Jenny Lynn Photography
Ahmed discussed how important it was to enhance the fan experience with this technology. She expressed, “People send pictures, they FaceTime their friends and family. They’re trying to look for ride share leaving the arena. With United Center, we saw an opportunity for us to make sure that fans have that seamless experience and they have the opportunity through Turbo Live.”
Ahmed noted that this technology supports new fan behavior, which has been coined the “fluid fan” by Genius Sports, formerly the Sport Innovation Lab. According to this research, fans are not simply watching a sporting event any longer, but interacting and sharing that experience in real time on social media, and through multi-devices.
Further, AT&T will be using this technology to solve a customer pain point across wireless network providers, but the tool is also a step towards further customer acquisitions and positive brand perception. AT&T will be able to acquire input on product usage, adoption, and feedback directly from fans about the innovative technology throughout All-Star weekend.
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