NBA All-Star Weekend is traditionally the league’s biggest marketing event. Heading into this weekend’s 2014 NBA All-Star game in New Orleans, the NBA is poised to announced its first-ever official tire sponsor: Kumho Tire. The NBA plans to announce a multi-year marketing partnership with the South Korean tire maker today across both the NBA and NBA Development League, according to league marketing executives. The partnership tips off at NBA All-Star Weekend from Feb. 14-16, where Kumho Tire will get to slap its logo courtside and on signage. A Korean tire company might seem like an odd fit at first glance, but the NBA’s now one of the most global of the Big 5 U.S. pro leagues. Fully 25% of its players come from outside the U.S. Its games are now telecast in 212 countries.