All-Star Weekend has drifted in recent years; it’s no secret. That magical energy just isn’t there anymore.
Now, Mat Ishbia is trying to do something about it. And no, he isn’t planning on suiting up for the three-point contest.
Ishbia appeared on Wednesday’s The Pat McAfee Show and said he would pay $1 million in prize money to the winners of the Slam Dunk and Three-Point Contests (via ESPN’s Brian Windhorst).
While revealing he would give another $1 million to charity in each event, he stated, “Let’s
get the best guys in. Let’s make it awesome.”
That being said, officials from the NBA league office and players’ union told ESPN such a prize would not conform with the existing bonus structure. But hey, this is a start. Begin the dialogue… that’s how change is formed.
The idea is simple: if pride and legacy are not enough to draw the league’s top stars consistently, maybe meaningful financial incentive will. After seeing how much the recent Saturday night events have fallen, I’m all for it. It is a straightforward solution from an owner who has not been shy about spending since purchasing the franchise.
Phoenix, of course, will be hosting the 2027 All-Star Game almost exactly one year from now.
The dunk contest, in particular, has struggled to consistently attract marquee names in recent seasons. There have been flashes, sure. There have been viral moments thanks to Mac McClung. What it has lacked is sustained star power.
The 3-Point Contest has generally held up better, but even that event can benefit when elite names treat it as a priority rather than an afterthought. We already had Dame reach out to Steph and Klay to get them to join Book in what could be one of the most entertaining 3-point contests in recent memory.
Ishbia’s approach signals something larger than just a check. It speaks to competitiveness, which he also went on a rant about with the league’s tanking situation. The NBA is in the entertainment industry, and what better way to put on a show than by getting the biggest names involved in the contests we all used to love so much?
This move also fits Ishbia’s broader philosophy since taking over in Phoenix. He has shown a willingness to invest aggressively, whether in player salaries, infrastructure, or organizational resources. Offering prize money is not a publicity stunt. It aligns with his pattern of putting financial weight behind competitive outcomes.
From a Suns perspective, it also places Phoenix at the center of league dialogue in a constructive way. He is offering an incentive and letting players decide.
The NBA thrives when its showcase events feel competitive rather than ceremonial. All-Star Weekend has a history. It has the platform. What it needs is urgency. And some dolla dolla bills, ya’ll.
