Celebrity Name: Chris Paul
Brand Name: AT&T
Deal Type: Brand ambassador / endorsement partnership
Announced: February 2026, activated around NBA All-Star Weekend in Los Angeles.
Impact: Positions Chris Paul as a flagship face of AT&T’s long-term basketball strategy, deepens AT&T’s storytelling around “connection” through his family legacy with the company, strengthens the brand’s presence across NBA, HBCU, WNBA, and creator/gaming audiences, and marks a high-profile, values-driven first move in Paul’s post-retirement business portfolio.
- NBA legend Chris Paul (CP3) has officially joined AT&T as its newest brand ambassador.
- The campaign leans into Paul’s family legacy, highlighting that his grandmother and father worked a combined 40 years for AT&T.
- The partnership featured HBCU athlete activations and a “Dunk District” event co-hosted with Fortnite star Clix.
- The move extends AT&T’s broader sports strategy, having already partnered with WNBA stars A’ja Wilson and Sabrina Ionescu.
NBA point guard Chris Paul, known to fans worldwide as CP3, has been named the newest brand ambassador for AT&T. The announcement dropped during NBA All-Star Weekend 2026, right as the telecom giant was marking a massive milestone: 150 years since the very first phone call.
But what makes this deal stand out isn’t the size of the contract or the star power. It’s personal.
“This isn’t just a sponsorship for me. AT&T has been part of my family for as long as I can remember. That means something.” — Chris Paul said on the partnership.
CP3 revealed that both his grandmother and his father spent decades working for AT&T. That family tie transformed what could have been a routine sports endorsement into a genuine story about legacy, loyalty, and what it means to stay connected.
Paul wasted no time putting that energy to work. At All-Star Weekend, he hosted community-driven activations with HBCU athletes, a nod to his long record of investing in historically Black colleges and universities.
He also co-headlined the high-energy “Dunk District” event alongside Fortnite phenomenon Clix, bridging basketball, gaming, and youth culture in one moment.
The move fits neatly into AT&T’s growing sports ambassador playbook. The company has been leaning into basketball in a big way: from March Madness campaigns to recent WNBA partnerships with stars like A’ja Wilson and Sabrina Ionescu.
With Paul now on board, AT&T has a face that connects with multiple generations: longtime NBA fans, college sports supporters, and a younger digital audience.
At 41, Paul may be winding down his playing career, but his cultural footprint and business savvy is clearly just getting started.
Takeaways:
This isn’t your average athlete endorsement, and that’s exactly the point. AT&T and Chris Paul didn’t just ink a deal; they built a narrative. In a world where consumers can smell inauthenticity from a mile away, anchoring a campaign in real family history is a bold and smart move.
CP3 isn’t acting in a commercial, he’s telling his own story, and that’s one of the most powerful things a brand can tap into. Watch for this to become a case study in purpose-driven sports marketing.
Does Chris Paul’s family connection to AT&T make this campaign feel more authentic than a typical endorsement deal? How important is it for brand ambassadors to have a real-life story that ties into the company’s message?
