• by Karl Greenberg , February 3, 2009

The National Basketball Association is launching a program with the Right Guard antiperspirant brand. The arrangement involves a free even--the NBA All-Star Block Party presented by Right Guard--outside US Airways Center in Phoenix, where the NBA All-Star game will be held. The venue will run Feb. 1-15 outside the arena.

Right Guard, acquired by Henkel of North America in 2006, became an official NBA sponsor last June. The brand is also headquartered in Scottsdale, Ariz.

The event includes appearances by NBA players and legends, live musical performances, video game kiosks, food and beverage areas, basketball-themed activities and competitions, and an NBA Store with All-Star 2009 merchandise.

Right Guard will host player appearances and offer coupons for free products like Right Guard Fast Break deodorant. The company also says that TNT and NBA TV will broadcast their live studio shows from the NBA All-Star Block Party on Feb. Feb. 12, 13 and 14.

Other NBA sponsors like EA Sports and Toyota, which carries the title of "Official Vehicle of NBA All-Star 2009," will have products and interactive programs within the NBA All-Star Block Party. Toyota will have two Matrix vehicles on site featuring systems playing EA Sports NBA Live 09 game.

Toyota is also the presenting partner of a music stage area that will feature local Phoenix-based groups. EA Sports will run gaming competitions, and a basketball court within the EA Sports area will feature a series of basketball activities and competitions with prizes.

Other sponsors of the All-Star game include T-Mobile, which will have a "Rookie Challenge & Youth Jam." Sprite will run a "Sprite Slam Dunk Contest," and Foot Locker a "Three-Point Shootout." Other sponsored events include PlayStation Skills Challenge, Haier Shooting Stars, McDonald's NBA All-Star Celebrity Game, and NBA All-Star Jam Session presented by Adidas.