NBA All-Star Weekend kicks off tomorrow in Salt Lake City, marking the 30th anniversary of the last NBA All-Star Game played in Utah’s capital. Kia, a NBA partner since 2008, will be the game’s presenting sponsor.

The Salt Lake City market provides opportunities for brands to buy sponsorships across various different leagues. With 13 deals, Coca-Cola leads the list of brands actively buying sponsorships in Salt Lake City, the 24th largest market in the US by population.

In traditional media (TV & radio only), Ford Motor Company and Toyota claim the top spot with 7 deals each. Personal injury law firm Siegfried & Jensen earns the #2 spot with 6 partnerships, and Smith’s Food and Drug and Hyundai Motor tie for third place with 5.

With 9.2M followers, the NBA’s Utah Jazz presents a singular opportunity for brands eager to capitalize on the team’s social media clout. The NBA team has secured 65+ sponsorships this season, engaging 1M fans and growing its followers by 17% year over year. Other properties with notable social followings in the SLC market include KSL 5 Utah (News Sation), SpaceStation Gaming (Esports), and Real Salt Lake (MLS).

Kia is the official vehicle of the NBA Playoffs, NBA All-Star Game, NBA Finals, and the NBA Draft. The South Korean carmaker also serves as a presenting partner of TNT’s “Inside the NBA," and as the title partner for the Kia NBA monthly awards and end-of-season performance awards. Seven of Kia’s top 10 partners (ranked by total assets) are NBA properties.

All eyes will be on Salt Lake City Sunday evening, as the 2023 Kia NBA All-Star MVP is awarded the Kobe Bryant Trophy. Other titles up for grabs during the weekend include the AT&T Slam Dunk Champion, Starry 3-Point Contest Champion, Kia Skills Challenge Champion, Clorox Rising Stars MVP, Clorox Clutch Challenge Champion, and the Ruffles NBA All-Star Celebrity Game MVP.

Through its partnership with the NBA and its teams, Kia generated a social media engagement of 376K across 211 posts. The LA Clippers–who will be represented by eight-time All-Star Paul George–engaged 142K people with 70 Kia-sponsored posts. Overall, the NBA is responsible for 8% of Kia’s total social engagement. There’s no doubt millions of basketball fans will engage across social media during Salt Lake City’s star-studded NBA weekend.