In an incredibly strange announcement today, Square-Enix and the National Basketball Association have joined forces through a sponsorship deal. This means plenty of air time during the event for advertisements for Square-Enix's upcoming Final Fantasy XIII.
The deal also includes a preview booth at the All-Star Jam Session for fans to get their game on. What's so strange about it isn't because it's sponsored by a video game, but by a JRPG of all things. It'll make a lot more sense they had hooked up with an NBA Live title instead.
Nevertheless, this is quite an opportunity for Square-Enix to exhibit the next game in their ever popular franchise, which hits western retailers on March 9. Whether or not the exposure is towards the right audience still remains to be seen. The All-Star event takes place this Friday at 7PM Eastern Time.