YouTube sensation MrBeast pulled off a spectacular stunt during Sunday’s NBA All-Star Tournament, capturing over 100 million views on the league’s social media platforms. This event is yet another example of how online content creators are making their mark on major sporting events.
During a break at Chase Center, nine-time All-Star Damian Lillard and a fan, Jaren Barajas, who was randomly chosen from the audience, took turns shooting from nearly half-court. Barajas scored a shot before Lillard could sink three, earning himself $100,000. Additionally, two charities chosen by Lillard also received $100,000.
The concept was a month in the making, crafted by MrBeast in collaboration with the NBA, as explained by Bob Carney, NBA’s SVP for digital and social content. Carney described the six-minute segment as the culmination of a decade-long effort by the NBA to integrate online influencers into their events, particularly highlighted during last weekend in San Francisco.
Carney noted, “It was one of those moments that showed creators have truly arrived. It’s been a long journey, but they are now an essential part of the NBA landscape, and we aimed to reflect that in the All-Star Weekend programming.”
Within the league, influencers are seen as an extension of the NBA’s own social media outreach. This partnership is increasingly crucial as algorithm changes make it challenging to reach a younger audience consistently. Creators like Kai Cenat, Druski, and Khaby Lame made appearances throughout the weekend, contributing to the NBA’s goal of surpassing two billion views from the festivities.
And at the center of it all stood Jimmy “MrBeast” Donaldson, who boasts a staggering 363 million YouTube subscribers. Carney praised Donaldson’s team for their creativity and quick execution, mentioning how their shared interest in data led to the idea of half-court shots. Previous viral moments, like a Knicks fan winning a car or a Heat fan embraced by LeBron, have proven the appeal of such stunts.
Carney expressed, “We collaborated with MrBeast on expanding that idea to something more significant, eventually leading to a live TV event during the game – a rarity for MrBeast videos.”
Barajas delivered the magic at a critical time. “In 30 seconds, we’re cutting to a commercial, so shoot quickly,” Donaldson advised. Sixteen seconds later, Barajas sank his shot, causing the crowd to erupt. Carney commented, acknowledging this as a classic MrBeast moment.
MrBeast’s crew captured everything for a forthcoming YouTube release, likely a sequel to past collaborations with sports icons like Tom Brady and Cristiano Ronaldo. While Donaldson was unavailable for comment, busy with another project, Carney remarked on their relentless pace: “They’re basically in production year-round. They never stop.”
As the dust settled from NBA All-Star Weekend, discussions arose about revitalizing the event for next year. A 1-on-1 tournament, a U.S. vs. World format, or an All-Snub Team? Regardless of the direction, the creators and their cameras will certainly be back, with the internet ready to watch.
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