To keep pace with modern media consumption, Dallas-based AT&T, the NBA and WNBA are launching the fourth-generation High-Speed Arena Network (HSAN). The new technology is designed to move live game content, highlights, replays, stats and in-arena programming more quickly and reliably for fans and business partners.

The HSAN can transport more than 118 simultaneous streams per game, AT&T said. The network is expected to deliver millions of hours of basketball content during the 2027-28 NBA season.

Basketball content superhighway

AT&T spokesperson Elizabeth Donnelly told Dallas Innovates that the new network is “essentially the connectivity backbone” to move high volumes of content and “support the behind-the-scenes workflows that make modern basketball coverage possible.”

“HSAN is like the highway that moves basketball content from the court to the places where it needs to go,” Donnelly said. “Fans may never see the network itself, but it’s part of the infrastructure supporting the broadcasts, replays, highlights and digital experiences they see every day.”

The network runs on more than 68,000 miles of AT&T fiber, linking arenas, production facilities, data centers and media partners, AT&T said.

League leaders weigh in

NBA and WNBA leaders praised the company for its ongoing support.

AT&T has a variety of brand activations with the NBA and WBNA, such as this one in the atrium at a Chicago Bulls game. [Photo: AT&T]

“For nearly a decade, AT&T has helped us connect with fans in new and innovative ways, and we’re excited to expand our partnership to leverage their next-generation network for HSAN to deepen that connection,” Kerry Tatlock, the NBA’s executive vice president of global marketing partnerships and media, said in a statement. “Together, we look forward to building experiences that bring fans closer to the NBA in ways that are personalized and customized for each fan.”

WNBA Chief Growth Officer Colie Edison noted that AT&T is among the inaugural WNBA Changemakers — businesses that invest in, support and strategically collaborate with the WNBA to advance women’s sports and create positive social impact.

“AT&T has been an integral partner in the WNBA’s growth, helping us reach new fans and elevate the experience for our players, teams and communities,” Edison said.

Marketing partnerships

AT&T also extended its longstanding marketing partnerships with the NBA and WNBA.

For the NBA, AT&T is helping create new fan content and retail activations for the American Express NBA Tip-Off. Fans will get opportunities to engage with NBA stars, including Oklahoma City Thunder guard Shai Gilgeous-Alexander, through special access and original content throughout the season.

“I’ve always appreciated how basketball brings together different communities, cultures and creativity,” Gilgeous-Alexander, NBA champion and two-time NBA MVP, said in a statement. “Through my relationship with AT&T and experiences like ShaiT&T, we’re creating new ways for fans to connect with the game while celebrating the stories and culture that make basketball so special. I’m excited to keep building on that this season.” 

With the WNBA, AT&T will continue to have its logo on team jerseys and serve as the title partner of the WNBA All-Star Game and Weekend. It also has partnerships with A’ja Wilson, a center for the Las Vegas Aces, and Sabrina Ionescu, a guard for New York Liberty, among others.

“The WNBA’s growth has been incredible to be a part of, and it takes partners who are committed to investing in the game and its future,” Wilson, a five-time WNBA MVP, said in a statement. “AT&T has consistently shown up for our league, our players and our fans, helping create experiences that bring people closer to the game. I’m excited to see AT&T continue its partnership with the WNBA and keep building even more opportunities to connect with basketball fans everywhere.”

Other highlights of the marketing partnership include AT&T’s continued sponsorship of AT&T Slam Dunk at NBA All-Star, which began in 2019.

AT&T also recently extended its support of the NFL’s Dallas Cowboys. The company first secured the naming rights for the team’s Arlington stadium in 2013. New this season, AT&T is offering AI-powered tech that turns fan photos into customized Cowboys hype videos for the stadium video board.