Engagement surges 17% compared to last year, with TikTok setting new milestones
Los Angeles Lakers forward LeBron JamesAP Photo
The 2025 NBA All-Star Weekend has shattered records, posting social media engagement numbers that rival the NFL and even the Super Bowl. With a remarkable 17% increase in social media engagement compared to last year, the NBA is firmly establishing its dominance in the world of sports entertainment.
This explosive growth comes just after NBA superstar LeBron James made headlines with his comments about the NBA and NFL’s holiday performances. During the Christmas period, LeBron stated that the NBA should be more prominently recognized, even suggesting that the NBA’s Christmas Day games deserve the same level of hype as NFL events.
LeBron defies time 21st All-Star Game proves he’s far from done
“People always talk about the NFL dominating the holiday season, but the NBA is just as much a part of that conversation,” LeBron remarked. His statement was a clear call for more respect towards the NBA’s reach, especially during high-profile events like Christmas.
The numbers speak for themselves: the NBA’s official social media accounts amassed over one billion views during Friday and Saturday night alone. And this figure doesn’t even include additional views from non-league accounts, which only add to the success. The NBA is quickly becoming a major player on social media, with its visibility now on par with the NFL’s most-watched events.
TikTok Breaks Records with Over 100 Million Views
TikTok has been one of the primary platforms driving this surge in engagement, with the NBA’s official account marking its most-viewed day ever on Saturday. The standout moment that propelled the views was Mac McClung’s jaw-dropping dunk over the 2025 Kia K5 GT. The jaw-dropping dunk quickly went viral, capturing the attention of fans across the world. As McClung’s feat made waves, the NBA’s presence on social media grew even more powerful, further cementing its place in the sports entertainment landscape.
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Additionally, the Ruffles NBA All-Star Celebrity Game created even more buzz, with a 43% increase in social media conversations compared to last year. The involvement of social media stars like Kai Cenat and Druski played a major role in this increase, as their fanbase amplified the excitement surrounding the event.
The Excitement Continues with All-Star Game Action
The NBA All-Star Game continues to break new ground with its innovative format, featuring four teams competing in three high-stakes games. Tonight’s showdown promises to be unforgettable, with YouTube sensation MrBeast hosting a $100,000 challenge between the games. As engagement numbers reach new heights and the night’s action heats up, NBA All-Star 2025 is shaping up to be a defining moment for the league, proving LeBron’s points about the NBA’s growing influence on social media and beyond.