"The 2010 NBA All-Star Celebrity Game Presented by Final Fantasy XIII." That's a mouthful of marbles, and we'll get to hear ESPN announcers say it a bunch on Friday thanks to a promotional pact Square Enix inked with the league.
Square Enix announced the sponsorship in a statement put out today. In addition to the sponsorship, there will be a Final Fantasy XIII preview booth at the NBA All-Star Jam Session, which is the fan festival that accompanies the game. This year's all-star game is in Dallas.