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For this different All-Star Game, the NBA is relying on Snapchat to engage its Generation Z users it wants to keep interested in the sport. It s one of our most unique relationships in the sense that the NBA can touch every corner of our platform, Anmol Malhotra, head of sports partnerships at Snapchat, told CNBC. They do a good job with that 360 focus and can amplify casual fans, hardcore and non-sports fans experience around their league. Innovative, said NBA executive Sam Farber when describing the partnership. And another [word] might be comprehensive. We use every feature and tool that Snap has available. We view our partnership with them as a true 360 partnership.

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