AT&T debuts Turbo Live technology at WNBA All-Star Weekend

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 compete not only for 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.

As the title partner of WNBA All-Star in a multi-year deal, AT&T has several unique activations on the ground for fans:

• Title partnership of the All-Star Game on Saturday, July 26
• AT&T Fan Experience at Pioneer Court, where fans can interact, play, and connect outdoors around the All-Star game in Chicago
• Get Buckets For Small Biz Interactive Challenge at Pioneer Court, where fans help unlock basket-driven, fan-powered donations of up to $150,000 to three Chicago small businesses
• Device distribution providing 200 devices to local youth to ensure connectivity for the upcoming school year
• Jr. WNBA Day presented by AT&T and Changemaker Day programming, recognizing the next generation of athletes, leaders, and fans focused on growing women's sports

Why AT&T Continues To Invest In WNBA All-Star Weekend

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. Sabina Ahmed, Assistant Vice President of Sponsorships & Experiential at AT&T, explained that being involved with the WNBA was an intentional partnership.

"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 said.

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."

AT&T has been building WNBA All-Star weekend into a destination alongside the league for 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."

AT&T's presence is felt not only by fans but also by 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."

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.