Ugh: “So it shouldn’t surprise — especially as all sports are scrambling to find new places to hang “for sale” signs given the current economy — that the NBA’s first H-O-R-S-E contest won’t use those letters. As that contest joins dunking and three-point shooting contests as part of TNT’s NBA All-Star Weekend coverage, the as-yet unnamed three contestants — who’ll be overseen by an NBA ref — will play G-E-I-C-O. As in the insurance company that will be the event’s unavoidable sponsor. (Suggestion: The winner then takes on the famous ad lizard to really drive home the brand awareness.)”

(Via: First Cuts)