In recent years, million-dollar NFT sports cards have competed with rare rookie cards, and high-tech sports shoes have set records while attracting sneaker collectors. This has made the tech world more connected with the sports industry, creating new revenue streams, collaborations, and tech-driven fan engagement.
The convergence of sports and technology reached new heights this February as tech giants leveraged two major sporting events to showcase their latest innovations. The Super Bowl set a new record with 128 million viewers, while the NBA All-Star Weekend generated over 1 billion social media views and impressions.
Super Bowl LIX ads- OpenAI, Google, Meta & Apple go toe to toe
The Philadelphia Eagles’ victory over the Kansas City Chiefs was not the only headline at Super Bowl LIX. Tech companies transformed the event into a marketing battleground for innovation by showcasing their AI armor.
OpenAI debuted with a $14 million first-half ad using pointillism animation to illustrate technological evolution. While their text-to-video AI Sora helped prototype ideas, the final animation was deliberately crafted by human artists – a choice that spoke volumes about their brand positioning.
Google took a more emotional approach with their “Dream Job” commercial, showcasing Gemini through a father’s journey from raising his daughter to preparing for a career change. The ad masterfully connected AI’s practical applications with human experiences, positioning Gemini as a supportive tool rather than a technological showcase.
Meta capitalized on star power, featuring Chris Hemsworth, Chris Pratt, and Kris Jenner demonstrating their Ray-Ban smart glasses’ AI capabilities in an art gallery setting. The timing proved strategic following Meta’s announcement of selling over a million smart glasses in 2024.
Apple’s presence at the Super Bowl told an even more compelling story of tech evolution. Success at every corner, from their revolutionary “1984” Macintosh ad to their sponsorship of this year’s Halftime Show featuring Kendrick Lamar, which broke viewership records. Their post-game spot with Lionel Messi was the icing on the cake and bridged their Super Bowl presence with their MLS streaming ambitions.
NBA All-Star weekend- McClung to the rim for social media explosion
The NBA’s All-Star Weekend painted a complex picture of digital triumph and traditional format challenges. Lebron James pulling out of the all-star game at the last moment due to injury did not help ratings, and the experimental tournament-style format of the main event drew criticism for diluting its prestigious nature.
However, social media engagement soared as G League player Mac McClung defended his dunk contest title with three perfect-score performances. His show, including jumping over a car and 6-foot-11 Evan Mobley, led to the NBA’s most-viewed day on TikTok, exceeding 100 million views. What a way to cap off the three-peat.
NBA Slam Dunk contest winners
Year | Winner (Team)
2025 | Mac McClung (Magic)
2024 | Mac McClung (76ers)
2023 | Mac McClung (76ers)
2022 | Obi Toppin (Knicks)
2021 | Anfernee Simons (Trail Blazers)
2020 | Derrick Jones Jr. (Heat)
2019 | Hamidou Diallo (Thunder)
2018 | Donovan Mitchell (Jazz)
2017 | Glenn Robinson III (Pacers)
2016 | Zach LaVine (Timberwolves)
2015 | Zach LaVine (Timberwolves)
2014 | John Wall (Wizards)
2013 | Terrence Ross (Raptors)
2012 | Jeremy Evans (Jazz)
2011 | Blake Griffin (Clippers)
2010 | Nate Robinson (Knicks)
2009 | Nate Robinson (Knicks)
2008 | Dwight Howard (Magic)
2007 | Gerald Green (Celtics)
2006 | Nate Robinson (Knicks)
2005 | Josh Smith (Hawks)
2004 | Fred Jones (Pacers)
2003 | Jason Richardson (Warriors)
2002 | Jason Richardson (Warriors)
2001 | Desmond Mason (Sonics)
2000 | Vince Carter (Raptors)
1997 | Kobe Bryant (Lakers) RIP (G.O.A.T)
1996 | Brent Barry (Clippers)
1995 | Harold Miner (Heat)
1994 | Isiah Rider (Timberwolves)
1993 | Harold Miner (Heat)
1992 | Cedric Ceballos (Suns)
1991 | Dee Brown (Celtics)
1990 | Dominique Wilkins (Hawks)
1989 | Kenny Walker (Knicks)
1988 | Michael Jordan (Bulls) (G.O.A.T)
1987 | Michael Jordan (Bulls) (G.O.A.T)
1986 | Spud Webb (Hawks)
1985 | Dominique Wilkins (Hawks)
1984 | Larry Nance (Suns) | Denver
*Sorry we could not help but call out the G.O.A.Ts. Lebron would have also earned that royal moniker, but sadly, he never enters the NBA slam dunk contest.
The 25th NBA tech summit- Silver jubilant at the silver jubilee
The 2025 NBA Tech Summit showcased how far NBA technology had advanced when NBA Commissioner Adam Silver introduced cutting-edge Physical AI robots on stage. These were not theoretical concepts – the Golden State Warriors were already implementing this technology in their practice facility. The Warriors’ use of three specialized robots demonstrated practical AI applications in basketball. ABE (Automated Basketball Engine) served as Steph Curry’s tireless shooting partner, MIMIC (Motion & Intercept Modular-Interface Coordination) helped Coach Steve Kerr simulate plays, and KIT (Kinematic Interface Tool) provided locker room support with film study and motivation. These robots, capable of tracking micro-movements and providing immediate feedback beyond human capability, represented exactly the kind of innovation the Tech Summit had been anticipating since its inception twenty-five years ago.
From Gridiron to Silicon- The real winners are the fans
The Super Bowl continues to prove that innovation works best when it respects tradition, with the record-breaking 128 million viewers testifying to this winning formula. Without a doubt, the tech advertisers certainly got the eyeballs they expected. The NBA should take note! While Mac McClung’s three-peat dunk contest victory captivated audiences, the league might benefit from reviving the classic East vs. West format, allowing MVP performances to shine.
For marketers, February’s events underscored the power of sports as a platform for engagement. While technology cannot replace the drama of a game-winning play, it enhances the storytelling experience like never before.