By  on February 14, 2020

The NBA All-Star Game has become about way more than just basketball — and brands from luxury to food are tapping into it more than ever.

For one thing, the game is no longer just a game, but has become an entire weekend of events, activations, parties and more. The 2020 All-Star Weekend and 69th annual All-Star game in Chicago begins today and stretches through Sunday, when the actual game will be played.

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