NBA to play H-O-R-S-E, but call it G-E-I-C-O

This is just idiotic. USA Today is reporting that the NBA is organizing its first H-O-R-S-E contest for All-Star Weekend on Feb. 13-15. Only it's not calling it H-O-R-S-E. It's calling it G-E-I-C-O. Which sounds so authentic! Corporate sponsorship has its place, but this move will get ridiculed endlessly, and deserves to. What a bunch of P-I-G-s.

—Posted by Tim Nudd