Why Bikini Modeling Is Like a Contact Sport

The marketing around Sports Illustrated's new swimsuit edition is fiercer than ever

By Rick Horrow and Karla Swatek

1. NBA All-Star Game Parties on the Lowdown; Sponsors, Not so Much

Because of the downer economy, the upcoming NBA All-Star weekend in Phoenix—much like the Super Bowl—isn't expected to include as many over-the-top parties as in the past. (Among those canceled is Nike's (NKE) event, ESPN the Magazine's bowling party, and Zo & Magic's 8-Ball Challenge). But the All-Star bash is still expected to be the second-busiest major industry event next to the Super Bowl.

The Electronic Arts Sports party is still on, as is TNT anchor Kenny Smith's annual charity party, albeit scaled back. The NBA Players Assn. gala, long considered the weekend's top party because all the players drop by, will include fewer people, will feature a DJ instead of live acts, and will end an hour earlier than normal. This year, the NBAPA will present Steve Nash, Dwayne Wade, and Adonal Foyle with community service awards.

Also on is NBA's first-ever H-O-R-S-E contest, but it's going to be a different breed of horse. Instead of H-O-R-S-E, contestants—who'll be overseen by an NBA referee—will spell G-E-I-C-O. (G-A-G-M-E.)

The contest joins the slew of other sponsored contests that make up TNT's NBA All-Star Weekend offerings, including the McDonald's All-Star Celebrity Game and T-Mobile Rookie Challenge on Friday; Haier Shooting Stars, Sony PlayStation Skills Challenge, Footlocker Three-Point Skills Challenge, and Sprite Slam Dunk contests on Saturday. As part of the slam dunk coverage, TNT will have such NBA stars as last year's winner Dwight Howard imagine futuristic dunks, with EA Sports showing video simulations of the moves.

The NBA certainly hasn't forgotten about the fans. Also still on and center stage is the NBA All-Star Block Party presented by deodorant maker Right Guard, which will feature player appearances, live music, Electronic Arts video games, retail, and concessions. Right Guard, a division of German company Henkel (HNKG), moved into new headquarters in nearby Scottsdale in December. Toyota (TM), the official vehicle of the 2009 All-Star Game, is also a major participant.

2. Nascar Sponsorship at Daytona…and the International Motor Sports Outlook, Too

Like the NBA's loyal sponsor base, Nascar sponsors sticking with the sport are relying heavily on this year's circuit of races to generate business, according to the Charlotte Observer. Sprint Nextel (S), the title sponsor of the circuit's Cup series, will maintain a 10,000-square-foot activation center at each of the 22 racetracks hosting Cup races despite last month's announcement that the company will lay off 8,000 people. The telecom company, in fact, will increase Nascar expenditure this year, a clear vote of confidence in the power of the Nascar brand. Nascar has not lost a single site on its annual swift race across the U.S.

Home Depot (HD), which has also announced that it's cutting 7,000 positions, has renewed its sponsorship of the Joe Gibbs Racing #20 car driven by Joey Logano. And Bank of America (BAC) executives have emphasized that the bank's title sponsorship of the Lowe's Motor Speedway race on Oct. 17 and its status as "official bank of Nascar" will stay the same, albeit with less hospitality. (BofA formed a motor sports advisory group some time ago to "focus on Nascar lending opportunities.")