As part of the National Basketball Association’s All-Star showcase this weekend, some of the league’s top shooters will be competing in a game of H-O-R-S-E.
While each of the players probably played this game as a child, Saturday’s game likely will the first time they’ve spelled out G-E-I-C-O in the contest of matching shots. The insurance company Geico is sponsoring the competition, which will not be televised live but will be included in weekend television coverage Saturday on TNT.
While the economy is tight, the NBA has an impressive roster of sponsors for its various all-star game events. Some other sponsors include Sprite in the voting for the slam dunk contest. T-Mobile will sponsor the rookie challenge game. There are plenty of others.
A big part of luring these sponsors is the NBA’s creation of various fun events that fans are interested in following.
Each of these events create sponsorship opportunities to attract sponsors. On the sponsorship end, finding just the right event can place a company name in a good light.