2026 WNBA All-Star Weekend reaches new heights thanks to off-court impact

The GIST: Any way you slice it, the 2026 WNBA All-Star Weekend (ASW) in Chicago was a true success, from impressive attendance at the game itself to the many brand activations and presidential pep talks. The event celebrated the power of women’s sports and showcased the profitability of the W. Reaching new heights.

The Barbie: No All-Star shone brighter than Atlanta Dream forward Angel Reese, who undoubtedly won the weekend after she dropped her signature Barbie with Mattel — complete with a pink jersey, leg sleeve, and the new expressive pink Reebok Angel Reese 1 sneaker.

• Starting with a landmark NIL deal in college that continued when she joined the W in 2023, Reese has been the cornerstone of Reebok’s basketball division and this marks her ninth colorway since her shoe launched in 2025. Pretty in pink, indeed.

The brands: When Chicago last hosted ASW four years ago, a mere six brands participated in the weekend. But this year saw an almost 500% increase in brand activations, including a Skechers pop-up, a Mental Wealth panel from Ally featuring LA Sparks All-Star Kelsey Plum, a coffee-focused Unrivaled experience, and so much more.

The numbers: Attendance was way up for the game with over 19K fans packing the United Center and another 30K estimated to have attended the weekend’s fan festival, which notably required tickets to attend for the first time.

• Television coverage spanned Disney’s many channels, and the company more than doubled its ad revenue for the second straight year. Ads sold out in record time, with six new brands and 13 new categories — including travel, computer games, and automotive — making their WNBA debut.

Zooming out: It’s easy to make the case that this was the biggest ASW for brands so far. Thanks to these players’ star power and cultural relevance, the WNBA’s marquee event has gone from showcasing a league on the rise to highlighting the unmistakable relevance of women athletes, turning an experimental buy into a long-term, high–ROI investment. Believe that.