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A Big Summer. A Lot to Celebrate.
Whether it was season 22 of NBA Summer League broadcast on Amazon and ESPN, or a record Jalen Brunson Charity Golf Classic and Dinner Reception in New York, expanding the Summer League Film Festival, or rolling out Pop-A-Palooza... HallPass Media spent the summer creating experiences, building partnerships, and bringing big ideas to life alongside some of the biggest names and brands in sports and entertainment.
And the numbers back it up. Record-breaking Summer League attendance and merchandise sales. New brand partnerships. Sold-out events. National competitions. Surprise performances. And plenty of moments that don’t happen without a whole lot of work behind the scenes.
While many of these events return year after year, the stories behind them continue to get bigger — and this summer was no exception.
So before we jump into what’s next, here’s a look at some of the people, partnerships, and moments that made this summer one for the books.
Thanks to everyone who helped make it happen.
— The HallPass Media Team
| | 70+ Brands Behind the Moments: HallPass Media’s 2026 Partnerships | |
From NBA Summer League to the Second Round Foundation, Sports Business Classroom, Summer League Film Festival, and beyond, 2026 has been a year of bringing brands into the moments that matter.
Creating value and accessing audiences is something we relentlessly pursue. Brands are part of the fabric of Sports Marketing and over the past thirty years, we have not only become good at activating them, we’ve become GREAT.
We’re proud of the relationships we’ve built, the experiences we’ve created, and most importantly, the people we’ve been able to bring together along for the ride… all while growing the next generation of leaders!
Thank you to every brand and partner who trusted us to bring their vision to life in 2026… What a Year and still going strong!
| NBA SUMMER LEAGUE SETS NEW RECORDS ACROSS ATTENDANCE, VIEWERSHIP AND MERCHANDISE | |
NBA Summer League 2026 was a record-setting year in Las Vegas.
More than 156,000 fans attended this year’s event, marking a 12% increase and a new attendance record. The growth extended well beyond the arena, with Summer League also reaching new highs across television viewership and merchandise sales.
The 2026 championship game was the most-watched Summer League championship since 2017, while the event averaged 676,000 viewers on ESPN, up 61% year-over-year.
Off the court, fans showed their support in record numbers as well. Summer League recorded its highest merchandise sales ever, up 11% from the previous record set in 2024.
| | HALLPASS MEDIA TEAM EXECUTES THE LARGEST GOLF TOURNAMENT EVER HELD AT WESTCHESTER COUNTRY CLUB | | |
The 4th Annual Jalen Brunson Charity Golf Tournament & Dinner Reception didn't just return in 2026 — it broke new ground.
With 288 golfers taking the course and over 1,000 guests attending the evening Dinner Reception, the event became the largest event ever held at Westchester Country Club, marking another major milestone for the Second Round Foundation.
Hosted by New York Knicks star Jalen Brunson and the Second Round Foundation, the annual event has quickly become one of the summer’s most anticipated philanthropic gatherings, bringing together some of the biggest names in sports, entertainment, business, and beyond.
And 2026 was the biggest yet.
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TOMORROWS STARS FOUNDATION VENTURES INTO COLLECTIBLES MARKET: HALLPASS MEDIA LAUNCHES SUMMER LEAGUE AUTHENTICS
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Summer League has always been a place to discover the next generation of basketball stars. In 2026, HallPass Media in partnership with VSL's own Tomorrows Stars Foundation (TSF), expanded that experience beyond the court with the launch of Summer League Authentics, a new property built to connect fans and collectors with the players and moments shaping the future of the NBA.
The inaugural collection featured authenticated, game-worn and game-used memorabilia from the stars of the 2026 NBA Summer League, including jerseys, sneakers, and exclusive 1-of-1 items. Each piece offers collectors an opportunity to own a tangible piece of a player’s earliest NBA chapter. TSF will continue to take center stage around this endeavor and collaborate with player charities throughout the league.
| | SBC'S 2026 IMMERSIVE EXPERIENCE SETS A NEW BAR FOR SUCCESS IN LAS VEGAS | |
Sports Business Classroom (SBC) officially tipped off its 2026 program on Sunday, July 12, welcoming more than 130 students to a sold-out, weeklong immersive experience during NBA Summer League. This year’s class included students from across the United States, as well as 13 international students, marking another step forward in SBC’s growing global reach.
The international representation was strengthened through SBC’s partnership with Deakin University in Australia, one of the program’s valued international partners. Alongside partners including UNLV, PlayersTV, and Horner Flooring, SBC continues to expand the network of organizations helping connect students to opportunities across the sports business industry.
With an expanded curriculum, unprecedented access, and an elite lineup of speakers, the 2026 Immersive Experience once again demonstrated why SBC has become one of the premier hands-on sports business education programs in the country.
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THE SECOND ROUND FOUNDATION'S MAGIC IS IN THE WORK AWARD
GOES TO HALLPASS MEDIA AND PRESIDENT ALBERT HALL
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HallPass Media President Albert Hall took center stage at the 4th Annual Jalen Brunson Charity Golf Tournament & Dinner Reception, receiving the Magic Is in the Work Award alongside the HallPass Media team for the company’s role in bringing the event to life year after year.
Presented by Jalen and Sandra Brunson, the award carries an especially meaningful connection to the event. “The Magic Is in the Work” is Jalen’s personal mantra, a reflection of his belief that success is built through dedication, consistency, and the work that happens long before the final product is seen.
The award recognized exactly that: the creativity, collaboration, countless hours, and behind-the-scenes work that have helped the Jalen Brunson Charity Golf Tournament and Dinner Reception grow into one of the summer’s premier philanthropic events.
| | SUMMER LEAGUE FILM FESTIVAL: BUILDING A DESTINATION FOR SPORTS, FILM, AND CULTURE | | |
NBA Summer League and HallPass Media executed the third annual Summer League Film Festival, bringing 27 films, filmmakers, athletes, entertainers, and industry leaders together across three days in Las Vegas. The festival continued to grow not only in its programming but also in its network of partners, venues, and talent involved.
Year three represented another step forward for SLFF, expanding the festival beyond its core programming at Strip View Pavilion and creating a broader footprint throughout Las Vegas.
HallPass Media worked across multiple partners and venues, including Yaamava’ Resort & Casino, Palms Casino Resort, and Brenden Theatres, to create a festival experience that extended well beyond the walls of NBA Summer League.
| | BEHIND THE SCENES: HALLPASS MEDIA GROWS THE SPORTS MEDICINE SERIES IN YEAR TWO | |
In just its second year, the Sports Medicine Series continued to grow its footprint during NBA Summer League, bringing together 200+ attendees, representatives from 20+ NBA teams, leading sports medicine professionals, and students for three days of education, networking, and industry connection.
A major focus for HallPass Media in 2026 was partnership growth. The team expanded the series to 10 partners, creating new opportunities for brands to engage directly with the sports medicine and performance community. Partners included BTL Industries, Chroma, Aleaf, FireFly, Game Changer, IronMind.Ai, Neuro-Excellence, Neu.Fit, Indiba, and K-Laser.
HallPass Media drove the overall event strategy and execution, overseeing partnership development, marketing, programming, and operations to create a platform built for long-term growth.
| HALLPASS MEDIA SIGNS CADILLAC AS PRESENTING SPONSOR OF SANDRA BRUNSON'S CHANGEMAKERS ROUNDTABLE | |
HallPass Media is bringing Cadillac to the forefront of Sandra Brunson’s Changemakers Roundtable, signing the iconic automotive brand as the Presenting Sponsor of the impactful gathering.
The partnership represents another major step in the continued growth of the Changemakers platform, which brings together influential women across sports, business, entertainment, and the community to share their stories, experiences, and perspectives.
With Cadillac joining as Presenting Sponsor, HallPass Media is helping create a platform where powerful conversations and meaningful connections take center stage.
The partnership also reflects HallPass Media’s broader role in building strategic brand relationships around the Jalen Brunson and Second Round Foundation ecosystem, connecting brands with experiences that go beyond traditional sponsorship and create authentic opportunities for engagement.
| | POP-A-PALOOZA ON ESPN: INSIDE HP'S LAS VEGAS PRODUCTION | | SRF & HALLPASS MEDIA SURPRISE GUESTS WITH FAT JOE PERFORMANCE | | TOMORROW STARS FOUNDATION'S GROWTH THROUGH NEW PARTNERSHIPS | | HALLPASS MEDIA WELCOMES YAAMAVA' AS A NEW PARTNER FOR THE WYNN TIP-OFF PARTY | | CHECK US OUT IN THE PRESS | |
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