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GEICO to sponsor NBA All-Star Weekend special game of G-E-I-C-O


NEW YORK, Feb. – Horizon Media, the largest and fastest-growing independent media services agency in America, announced today that GEICO is the first-ever NBA All-Star Weekend sponsor for a special game of H.O.R.S.E. on Feb. 14 at 6:15 p.m., following TNT’s “Inside the NBA.” Now, viewers can watch current and former NBA players noted for their skills and shot-making abilities compete against each other in a game of G.E.I.C.O., otherwise known as H.O.R.S.E.

“To change the traditional name of H.O.R.S.E. to G.E.I.C.O. makes this a unique sponsorship program with full ownership integration. We’re really excited to partner our client GEICO with Turner Sports to make this 30-minute live presentation,” said David Campanelli of Horizon Media.

H.O.R.S.E. will now be called G.E.I.C.O and every time a player hits a shot, a G will go up, then an E, an I, a C and an O. GEICO will generate full on-screen exposure throughout the entire game.

The special presentation will include TNT talent analyzing the shots with players who will be mic’d up so viewers can hear them call their shots and exchange banter. No dunks will be allowed!

In addition to full ownership of the game, GEICO will have signage throughout the half court appearing on the scoreboard, stanchions and pole pads. The famous GEICO Gecko will also be on camera cheering the All-Star players during the competition.

“This is a great opportunity to create an innovative experience with the GEICO brand in a distinct setting that is perfect for our current and future customers. I think it will be fun for all viewers and it puts an original spin on a classic game,” said Bill Brower, director of advertising for GEICO.

“Traditionally, NBA All-Star weekend has been one of our premiere properties, including All-Star Saturday and the All-Star game itself. This will be a unique experience with GEICO to capitalize on our game H.O.R.S.E. with their very own game of G.E.I.C.O,” said a representative of Turner Sports.

Founded in 1989, Horizon Media, Inc. is the largest U.S. independent media services company. Dedicated to helping clients sell products and build brands through insightful marketing counsel, media-neutral strategic planning and effective negotiation and placement, Horizon’s exceptional holistic approach to brand marketing and development has resulted in estimated billings of $1.8 billion and established the company as the fastest growing agency in the industry. Headquartered in New York City with a full service office in Los Angeles, Horizon also has offices in Orlando, San Diego, and Amsterdam, Netherlands.

Horizon is also a founding member of Columbus Media International, a multi-national partnership of independent media agencies. For more information, please visit the company’s website at


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