Virtual Fan Experience Coming for NBA’s All-Star Weekend

The National Basketball Players Association (NBPA) is launching a new metaverse experience to coincide with the NBA’s All-Star Weekend, offering fans access to contests, merchandise and player meet-and-greets.

The new experience was developed by THINK450, the partnership and innovation engine of the NBPA, alongside metaverse and conversational AI company MeetKai. 

Basketball fans will have new access to limited-edition merchandise from NBPA-endorsed brands and will be able to virtually interact with players and ask them questions in real-time.

Users will also be able to visit a digital replica of "The Brotherhood Deli," a bodega-inspired shop at the Thomas & Mack Center in Las Vegas where fans can try on and purchase merchandise.

“We are very excited about this partnership with MeetKai to launch The Brotherhood Deli into the metaverse,” said Keisha Wright, THINK450’s senior vice president of partnerships and purpose. “Since its inception last summer, The Brotherhood Deli has been designed as a platform to build community around our players’ passions as entrepreneurs and leaders of their own brands, 

“By bringing The Brotherhood Deli into the metaverse, we are broadening our reach and supporting the connectivity between our players and basketball fans worldwide.”

Related:National Basketball Players Association Launches First Metaverse Experience at CES 2024

The experience was first showcased at this year’s CES, with plans for a full commercial launch later this year, and additional interactive features to be added throughout the season to “immerse users in basketball fandom like never before.” 

As part of the All-Star weekend launch, the NBPA is bringing a “meta-on-meta” experience to basketball fans in the Indianapolis area. Visitors will be able to see a pop-up physical version of the Brotherhood Deli and see the space that inspired the virtual world of the NBPA metaverse.