• by Karl Greenberg , February 8, 2011

The National Basketball Association (NBA) and Foot Locker today have signed a multiyear extension of their partnership -- one that keeps the athletic-gear retailer as title partner of the Foot Locker Three-Point Contest, a sponsorship position Foot Locker has held since 2004.

The contest, which the NBA has run during the All-Star game since 1986, will have a "3 for 3 Sweepstakes" this year, with entry in-store, online, or via text. Prizes include cash and Foot Locker gift cards. The "3 for 3 Sweepstakes" will be promoted through a 30-second spot and at Foot Locker stores.

The Foot Locker Three-Point Contest pits six of the NBA's best long-range shooters against each other in long-range accuracy.

As part of NBA All-Star, which takes place at Staples Center in Los Angeles on Feb. 20, fans attending the "All-Star Saturday Night presented by State Farm" event get a Foot Locker "cheer card," which includes a merchandise coupon. Foot Locker will also have player appearances at stores in Los Angeles.

Separately, T-Mobile is for the first time sponsoring the 2011 NBA All-Stars game with a television, film, and music celebrity garnished T-Mobile Magenta Carpet event. The event includes performances by Bruno Mars and Keri Hilson. Access Hollywood's Maria Menounos will do interviews for NBA TV's and TNT's pregame specials, while actor/ comedian Nick Cannon will host the stage show.

T-Mobile's presence at the event will include a magenta lounge area for NBA players, legends and celebrities heading to Staples Center. The wireless carrier will festoon the lounge with 4G devices like the latest addition -- the Samsung Galaxy S 4G.

Mark Tatum, NBA executive vice president of global marketing partnerships, said the NBA will offer three hours of exclusive coverage of the "Magenta Carpet" event on NBA TV and TNT.

T-Mobile, which this year is the league's "Official Wireless Services Provider," will also be title partner of T-Mobile Rookie Challenge & Youth Jam, which also takes place at Staples Center the Friday before the All-Star game. The Challenge features leading rookies who play against the league's best second-year players.

The wireless company will also be an "associate partner" of both the BBVA NBA All-Star Celebrity Game and NBA All-Star Jam Session presented by Adidas. T-Mobile was also presenting partner of NBA All-Star Balloting, which determined the starters for the 60th NBA All-Star Game.