NBA “Hors-Out” their H-O-R-S-E game

Anybody else getting that tingling feeling?  It can only mean one thing…the NBA All-Star weekend festivities are almost upon us!  While its true, the NBA has regained some of the popularity with All-Star weekend with a revitalized dunk contest (Thank you Dwight Howard!), they’re always looking to tweak the weekend festivities so as to increase fan viewership.  This year’s plan? “The NBA…where H-O-R-S-E, happens”.  From NBA.com,

TNT today announced the addition of the popular basketball shot-making game H-O-R-S-E to its programming lineup during its four days of NBA All-Star 2009 coverage from February 12-15, in Phoenix, Arizona. The H-O-R-S-E game will air live during TNT’s two-hour Inside the NBA presented by Hyundai (5 – 7 p.m. ET) on Saturday, February 14. Participants for the event will be announced at a later date. [The three participants will be O.J. Mayo, Kevin Durant, and Joe Johnson -Ed.]

The game will use a traditional format in which three players will establish the playing order. Once a shot is made, the next player in the predetermined order will attempt the same shot. If that player misses, he is assigned a letter (ex. H for the first miss, O for the second, etc.). The player following the miss can pick a new shot with which to challenge his competitors. There is no dunking allowed and players will have 24 seconds each to create and mimic shots. Players remain in the game until they have missed five shots following made baskets, thus spelling the word H-O-R-S-E. An NBA referee will be assigned to authenticate the new shots (that the player executed what he announced) and any mimic shot.

This should be…interesting.  H-O-R-S-E with no dunking, and NBA players?  I don’t think they’re going to have a lot of trouble hitting 18 ft. bank shots, or left-handed layups.  Surely the players will think of something half-way exciting though (maybe?)…If nothing else the NBA is usually about promoting some sort of exciting event, even if its not the case.  What could make H-O-R-S-E more exciting than it already is…maybe a cutting edge sponsor that will get the kids attention.  Ah, yes! GEICO!

…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, …..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.)

Sure, you could blame this on the recession, but I would see the NBA using some sort of sponsorship deal even in a bullish economy.  Quite frankly, I’m all for the NBA using sponsors, because obviously, why not take the money if someone is willing to give it to you?  But G-E-I-C-O?  If you’re trying to implement a new all-star week tradition, why would you risk turning people off in the games first year of existence?  And the probability that there is some CGI’ed version of that lizard shooting jump-shots during this competition? Somewhere between 100% and 100%.

So, to review, the NBA is introducing H-O-R-S-E into their NBA All-Star weekend festivities, which may or may not go over well (double pump reverse layups? one-bounce 3 pointers?).  Adding to the excitement is the fact that the players will probably be playing G-E-I-C-O instead of H-O-R-S-E because GEICO is going to sponsor the event.

I don’t know about you, but I’ve already set my DVR.

USA Today — Missed shot gets you letter, ad bucks

NBA.com — TNT to air H-O-R-S-E game featuring NBA players

Tags: GEICO, H-O-R-S-E, Joe Johnson, Kevin Durant, NBA, O.J. Mayo

Category: Basketball