Abstract: In order to promote the implementation of the strategic goal of "giving priority to supporting a number of high-quality brand events" in sports industry, accelerating the CBA league brand construction, better serving the high-end demands of fans, media and sponsors", the present paper, based on an diagnosis of the problems with NBC All Star Weekend and by referring to the innovations of NBA, studies through field investigation, literature review and interview how to reform and optimize the event. Results show that: (1) major problems with the event include: arrangement of match time is not appropriate; choice of match location is not diversified; selection of stars attending the event is random; design of opening ceremony is drab; the items in the event are just simple imitations of other renowned events of the same type; round table interview is in disorder and social welfare activities are from being enough. (2) The reform and optimization path is:to halve the duration of the regular season; to hold matches in different regions of host cities; to optimize the selection of players; to simplify the opening ceremony; innovate the rules of game; to complete the Star interview; to introduce the retro game and to expand public welfare activities.

Key words: CBA league, All Star Weekend, event organization, optimization of competition