H-O-R-S-E with no name

Product placement is so easy, even David Stern can do it. Check out the NBA All-Star festivities this weekend and you'll notice a new twist on a classic game. This year H-O-R-S-E will be called G-E-I-C-O. Yes, every missed shot will spell the word Geico. Will young fans care? Probably not. But they're not cynical like me. I guess it could be worse. It could be H-E - W-E-N-T - T-O - J-A-R-E-D.