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The Playbook - NBA All-Star 2024

Entered in Micro-Site


NBA All-Star Weekend 2024 in Indianapolis was an extravagant four-day affair, designed to the most fan-friendly and engaging All-Star of all time. As part of the festivities, nearly 100 different public-facing events were put on in the city, and we as Pacers Sports & Entertainment needed to design an all-in-one-place resource where fans could learn about the incredible fan opportunities, how and where to access them, if they were free vs. ticketed, and we created an ambitious idea...The Playbook.


Using our in-house web development team, we built the ultimate one-stop shop for planning the perfect NBA All-Star 2024 visit in Indianapolis. 

Our micro-site allowed fans to sort through 100 different public-facing events and build their own customizable itineraries for All-Star events. They were downloadable to devices or fans could print out their own event itinerary poster.

This site was beautifully designed and intuitive, optimized for mobile and loaded with key information on every event. It featured both List View and Map view capabilities -- not only could you print out a list of events in your custom itinerary, but through an integration with Google Maps, you could also print out a map featuring all the locations you intended to visit. 

This was the first time that a resource like The Playbook was every created for NBA All-Star, and it was a smashing success.


More than 300,000 fans descended upon Indianapolis and more than 190,000 fans attended official NBA events throughout the course of the four-day weekend. The Playbook received over 60,000 pageviews and thousands of itineraries were saved and downloaded by fans. 

Over $400M in economic value was generated by NBA All-Star 2024, and a large portion of that was due to fans attending events that were laid out in The Playbook.

In response to The Playbook for NBA All-Star 2024, the NBA has requested to learn from our development so they can bring it to life for future events in other markets. 

Additionally, The Playbook was met with signficant praise from the media and fans for being extremely informative and easy-to-use. 


Entrant Company / Organization Name

Pacers Sports & Entertainment


Entry Credits