Prelim Features Some Main Eventers

Forget that stars-of-tomorrow stuff. Tonight is the night to see Carmelo Anthony and LeBron James soaring ever higher and Yao Ming standing ever taller, in a rookie-sophomore challenge game that could be as compelling as Sunday’s All-Star game.

Anthony and James lead a team of rookies against Yao and a squad of second-year players tonight at 6 at Staples Center. It’s the official kickoff of All-Star weekend, a made-for-TV event in a made-for-TV league.

Anthony, James and Yao are the unquestioned stars of this episode, and with good reason. Why Anthony and James aren’t playing in Sunday’s main event may be the only head-scratcher of the weekend. Yao will be starting for the Western Conference All-Stars on Sunday.

“LeBron and Carmelo might be All-NBA selections on the second or third teams when it’s all said and done,” Kenny Smith, a former NBA player, said on TNT the other night. “What they’ve done for their teams is probably far greater, in their conferences, than any other player has done.”

With James, the Cleveland Cavaliers are 20-33 at the break, after going 17-65 without him last season. With Anthony, the Denver Nuggets were 30-23 going into Thursday’s game against the Portland Trail Blazers, after matching the Cavaliers for the league’s worst record in 2002-03.

“I’m sure Carmelo and LeBron are looking forward to playing on the same team,” said Doug Collins, a former NBA player and coach who will coach the rookies. “They’ve been pitted against each other so much this year, with all of the comparisons, so I’m sure they’ll be looking to have some fun with it.”

And there’s more at stake than megawatt smiles. The value of the Cavaliers has grown by more than $35 million -- to $258 million -- since the team landed James in the June draft, according to Forbes magazine.

Anthony began marketing Melo candy bars for charity this week and could start pitching his own line of Nike sneakers, as James already has, Anthony’s agent told the Denver Post.

At 7 feet 5, Yao stands out. He has rejuvenated the Houston Rockets during his first two NBA seasons while emerging as one of the league’s most marketable players.

Yao did a funny commercial for Apple Computers last year, co-starring with Verne Troyer, the diminutive actor who played Mini-Me in the “Austin Powers” movies. Yao’s high-profile move from Nike to Reebok in October marked another salvo in the sneaker wars.

And Thursday, Yao became the worldwide spokesman for McDonald’s after the company let Kobe Bryant’s contract expire Dec. 31 as he faces a felony sexual assault charge in Colorado.

“Yao has international appeal and also represents the character of our brand,” Larry Light, McDonald’s chief marketing officer, said during the news conference to announce the deal.

Besides Anthony and James, Clipper center Chris Kaman will play for the rookies. Clipper guard Marko Jaric will join Yao on the team of second-year players, who will be coached by former Laker Michael Cooper.

“It’s going to be fun,” Kaman said of playing with Anthony and James.

“You don’t get a chance to talk to a lot of those guys, so it will be fun to hang out and play with them. I never thought this would happen, none of this, so it’s a bonus for me. It’s all extra, so I’m excited about it.”

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Times staff writer Jerry Crowe contributed to this report.