The phrase refers to puzzles centered around the commercial identities associated with the National Basketball Association’s annual All-Star event. These puzzles often test knowledge of player endorsements, official sponsorships, and marketing campaigns linked to the game and its participants. For instance, a clue might reference a specific athlete’s signature shoe, requiring solvers to identify the brand.
Such puzzles serve as engaging promotional tools, fostering interaction with the league and its commercial partners. Historically, these crosswords have appeared in event programs, newspapers, and online platforms, effectively extending the All-Star game’s reach beyond the court and into the realm of popular culture. This method leverages fan enthusiasm to reinforce brand recognition and association with the All-Star experience.