Partnership will expand the promotion, presentation and overall experience of the East-West All-Star Games across Basketball, Soccer and Football.
GREENSBORO, N.C. | September 23, 2026 | GMGAthletics and the NCCA East-West All-Star Games are proud to announce a new multi-year partnership focused on celebrating North Carolina’s top student-athletes while building greater excitement and statewide awareness around one of the state’s longest-standing high school athletic traditions.
The partnership brings together GMGAthletics’ apparel, branding, marketing, sports media and event production capabilities with the history and tradition of the East-West All-Star Games.
GMGAthletics will support East-West All-Star Basketball, Soccer and Football through expanded promotion, digital media, storytelling and game coverage. As part of the partnership, GMGAthletics will also serve as the Official Uniform and Apparel Provider for the men’s and women’s East-West All-Star Basketball teams, beginning with the 2027 Games.
“The history and tradition are already here,” said Joel Overton of GMGAthletics. “Our role is to build around that, create more excitement leading into the Games, tell the stories of the athletes and coaches who earn the opportunity to participate and help more people across North Carolina recognize how special the East-West All-Star experience is.”
Building on the East-West Tradition
The East-West All-Star Games have long provided outstanding high school student-athletes and coaches with the opportunity to represent their schools, communities and regions alongside some of the best talent from across North Carolina.
Through the new partnership, GMGAthletics and East-West leadership will work together to strengthen how that experience is presented and promoted before, during and after each event.
Fans can expect an expanded digital and social media presence, professional photography and video, livestream coverage, athlete and coach features, event branding and additional storytelling surrounding Basketball, Soccer and Football.
The partnership will also introduce a refreshed visual and promotional direction for the Games while maintaining the history and identity that have made East-West meaningful for generations.
At the center of the partnership is the student-athlete experience.
“Being selected for an East-West All-Star Game should feel like one of the highest honors of a student-athlete’s high school career,” Overton said. “We want the announcement, the buildup, the atmosphere, the uniform, the game and the memories afterward to all reflect the significance of what that athlete has accomplished.”
Phil Weaver, co-executive director of the N.C. Coaches Association, said he is excited about the greatly expanded media coverage GMGAthletics can provide to the NCCA and East-West All-Star Games.
“The resources and talents GMG brings to bear will help us grow our brand farther than now,” Weaver said. “We share a common vision of the value of high school athletics for communities, schools, coaches and, most importantly, student athletes.”
The partnership is already underway, with GMGAthletics and East-West leadership working on updated branding and social media presentation, development of a new official Instagram presence and the promotional framework for upcoming East-West All-Star events.
Together, the organizations look forward to honoring the tradition of the East-West All-Star Games while creating new energy around the athletes, coaches and communities that make the Games special.
About the NCCA East-West All-Star Games
Founded in 1949, the NCCA East-West All-Star Games have spent more than 75 years recognizing outstanding graduating high school student-athletes and coaches from across North Carolina.
Originally launched with Football and Men’s Basketball, the Games have grown to include Women’s Basketball and Men’s and Women’s Soccer, bringing together top athletes from the eastern and western regions of the state in a longstanding celebration of high school athletics, achievement and tradition.
About GMGAthletics
GMGAthletics, a division of GMG Group, LLC, is a full-service sports media, event management and athletic solutions organization built to support coaches, promote athletes and strengthen the programs and communities surrounding them.
GMGAthletics provides sports media, photography, videography, livestreaming, event production, marketing and branding, along with uniforms, apparel, equipment, athletic facility solutions and consulting. By bringing these services together under one team, GMGAthletics partners with schools, athletic departments, teams and events to create stronger experiences on and beyond game day.
Media Contacts
GMGAthletics
Joel Overton
media@gmgathletics.com
252-441-9374
NCCA East-West All-Star Games
Earl Vaughan Jr.
nccapresscoordinator@gmail.com
910-527-4488