Ugh. First Cuts, gives us more background on the new the H-O-R-S-E competition TNT is putting on during All-Star Saturday, and it’s not good news. Instead of going with the standard name of the game, or even putting a sponsor in front of it, TNT is completely changing the name of the contest from H-O-R-S-E to G-E-I-C-O. From USA Today via FC….

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.)

I understand the need to get a sponsor for every competition, but that’s just a bit annoying. Couldn’t they have done what they do to every other event and just call it the Geico H-O-R-S-E contest? Either way though, that setup pictured above is pretty badass. If someone doesn’t take a shot from that raised platform where EJ, Kenny and C-Webb are, they should be banned from ever competing again.

NBA Players To Play ‘G-E-I-C-O’ Not ‘H-O-R-S-E’ (First Cuts)
Missed shot gets you letter, ad bucks (USA Today)