While the country's best cagers are aiming basketballs toward the net, two 10-member teams representing the East Town and Westown Associations go toe-to-toe in a "Fish, Cheese and Brat Throwdown" Friday along the Riverwalk outside the new Kincaid's Restaurant on Old World 3rd Street at Highland Avenue.

"Downtown businesses on both sides of the river respect Milwaukee tradition and also enjoy trying exciting new things," said Stacie Callies, Westown Association executive director.

"Both of our business associations are looking forward to this competition ... It's a nice way to welcome Kincaid's Restaurant to Milwaukee and get our business members together to help raise money for our neighborhood improvement activities."

The event -- a promotion to announce the arrival of Seattle-based Kincaid's, a seafood restaurant and chop house -- kicks off at 12:15 p.m. at Kincaid's at 1110 N. Old World 3rd St. -- a location that formerly housed Third Street Pier - and the teams battle for $5,000 to be donated to their non-profit organizations.

"Our members are really gearing up for this and we expect a good crowd. It will likely get a little messy when the fish and other items start flying, but it's all part of the fun," said Kate Borders, East Town Association executive director. "Westown may have a little home court advantage in our Milwaukee version of 'March Madness' since Kincaid's is located on its side of the river, but we'll come to play and are already tossing smelt and walleye in preparation."