TNT Sells Out H-O-R-S-E to GEICO

TNT finally ceded to Bill Simmons' demands this year, offering up a game of H-O-R-S-E at the All Star Game festivities. The competitive game is a throw back to every playground and childhood basketball memory. Despite some giving the network a hard time for going this direction, a game of H-O-R-S-E is awesome for everyone.

Well, unless they try to ruin it with corporate sponsorship. Which is what TNT appears set on doing. Because they're not playing H-O-R-S-E anymore; now it's G-E-I-C-O (via FirstCuts).

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.)

Actually, if they brought out the GEICO gecko, that would be kind of awesome. Or the pile of money with squiggly eyeballs. What would not be awesome is selling a childhood dream (Larry Bird, Michael Jordan, and a heap of thousand island dressing started this thing way back when) down the river for a few bucks.

Look, I understand that the economy stinks that everything needs to be sponsored (this is why Sportscenter has the Coors Light Cold Hard Facts Sponsored by GMC, of course) but at least keep the integrity of the game intact and let it be TNT's HORSE presented by GEICO. Then, instead of selling all our souls, just have a commercial every 12 seconds (fit it in between the Closer, perhaps?) where the gecko and the pile of money with eyes play G-E-I-C-O against each other.

It would have the same effect really, and no one would feel dirty.