Right Guard, NBA Kick Off All-Star Block Party | Adweek Right Guard, NBA Kick Off All-Star Block Party | Adweek
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Right Guard, NBA Kick Off All-Star Block Party

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Fans will find a full-fledged block party taking place next week outside the US Airways Center in Phoenix, where the 2009 NBA All-Star Game will be held.

Right Guard, which became an official marketing partner of the NBA last June, is again partnering with the league to host the NBA All-Star Block Party, as part of which fans and locals will be able to participate in basketball-related activities from Feb. 12-15.

The four-day event will include live music performances, food and beverage kiosks,special activities, appearances by NBA players and the sale of official All-Star 2009 merchandise.

Right Guard also will give away coupons for free products, such as its new Fast Break deodorant. Toyota and EA Sports—which are also NBA partners—will be teaming up to provide a PS3 gaming experience inside two Toyota Matrix vehicles, featuring EA’s game NBA Live 09.

This type of event is brand new to the All-Star Weekend, and admission is free to the public, said the NBA. Doug Weekes, svp and general manager at Right Guard, Scottsdale, Ariz., said the block party is a "great way to connect with our young sport-minded consumers and show support in our hometown."