Phoenix Suns owner Mat Ishbia has committed $4 million in prizes to boost the NBA's dunk and 3-point contests during the 2027 All-Star Weekend in Phoenix. The pledge, discussed on ESPN's The Pat McAfee Show, aims to draw top players by offering $1 million to each winner plus a matching donation to their chosen charity. Ishbia expressed confidence that NBA Commissioner Adam Silver would back the initiative amid criticism of recent events' lack of star power.
Phoenix Suns owner Mat Ishbia appeared on ESPN's "The Pat McAfee Show" on February 26, 2026, to propose enhancements for the NBA All-Star Weekend set for Phoenix in 2027. Host Pat McAfee suggested a $1 million prize for the dunk contest winner, plus a $1 million donation to the winner's charity of choice. He extended the same incentive to the 3-point contest, totaling $4 million. Ishbia agreed without hesitation, saying, "Done."
The proposal addresses longstanding concerns about the contests' declining appeal. In past decades, events featuring Michael Jordan and Dominique Wilkins in the 1980s, Vince Carter in 2000, and Zach LaVine and Aaron Gordon in the 2010s drew massive audiences. However, recent iterations have suffered from low participation by established stars, who cite injury risks before playoffs and insufficient rewards.
ESPN's Stephen A. Smith attributed the 2026 dunk contest's poor reception to LeBron James' absence, stating, "we all know it was terrible because there was no star power." Shaquille O'Neal described it as "the worst dunk contest in NBA history." Ishbia aims to reverse this trend, declaring, "Let’s get the best guys in it. Let’s make it awesome."
As CEO of United Wholesale Mortgage, Ishbia participated in the 2026 Celebrity Game in Los Angeles but plans to focus on hosting duties in 2027. He emphasized improving the fan experience: "I have a say in how to make it great … how do we get great players in it, how do we make it a great event, how to make the fan experience phenomenal. We’re going to make it an amazing event."
The NBA views All-Star Weekend as a key global platform, with success tied to viewership and engagement. Ishbia's pledge underscores efforts to restore competitiveness, though its implementation remains pending approval.
