The partnership took the form of Mountain Dew bringing MTN Dew Ice Courtside Studios to NBA All-Star Weekend. The activation gave fans access to activities highlighting hoops, music and style.
The partnership also included Mountain Dew becoming the new title partner of the 2019 Mountain Dew 3-Point Contest. It also had title sponsorship of the Mountain Dew Ice Rising Stars game.
Mountain Dew promoted its relationship with the NBA with the release of limited-edition Mountain Dew Ice and Mountain Dew Ice Cherry mini-cans branded for NBA All-Star 2019. The designs featured NBA All-Star players such as Russell Westbrook, Embiid and Bagley III.
NBA All-Star Weekend ran from February 15 through February 17, 2019.
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