Who wasn’t excited when they found out that H-O-R-S-E was being added to the All-Star game festivities? It’s not the most gripping addition, but change is good. I could have guessed there would be a catch.

Turns out, according to USA Today, participants in the H-O-R-S-E event will not be spelling “horse” at all. They’ll be spelling G-E-I-C-O.

“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.)”

Come on. G-E-I-C-O? Why not the Geico H-O-R-S-E game? At least that’s not rip-my-hair-out obnoxious. How many millions of basketball fans have spent countless hours playing H-O-R-S-E in their driveways or at that park down the road? Is there nothing sacred?

As stated here, the NBA’s revenue has actually increased since last year. The league is not feeling the recession, so why the desperation? It doesn’t boil down to much more than greed.

So here’s the run-down:

McDonald’s Celebrity Game, T-Mobile Rookie Challenge, Haier Shooting Stars, Playstation Skills Challenge, Foot Locker Three-Point Shootout, Sprite Slam Dunk Contest.

When the Shooting Stars competition propels you to get off the couch, drive to Sears (as fast as you can), and drop $300 on a Haier air conditioner, let me know. And nothing makes me say “Damn, I’m so thirsty. I need a Sprite.” like seeing Sprite sponsor the Dunk Contest. At least Foot Locker kind of makes sense.

Honestly, I’m surprised the actual All-Star Game itself isn’t the “Paul Blart: Mall Cop All-Star Game.”

Don’t expect that to remain untouchable for too much longer.