NASCAR and GEICO announced today a multi-year agreement designating the blue-chip brand as the “Official Insurance Partner of NASCAR®” and expanding its presence across the sport.
GEICO’s involvement in NASCAR spans more than a decade through a partnership with International Speedway Corporation (ISC), which includes highly visible assets such as the GEICO Restart Zone, race entitlements and campgrounds sponsorships. Additionally, GEICO has a team relationship with Germain Racing, sponsoring the No. 13 GEICO Chevrolet driven by Ty Dillon in the Monster Energy NASCAR Cup Series™.
“Our affiliation with NASCAR has been successful over the past decade, and expanding our partnership to include rights with the sanctioning body was the next logical step,” said Bill Brower, assistant vice president of marketing for GEICO. “Our expanded presence will allow us to further engage the most brand loyal fans in sports and bolster our effective marketing platform.”
The official partnership with NASCAR provides GEICO exclusive status and promotional rights in the insurance category across the country and U.S. military bases abroad. Through the agreement, GEICO will be present at key NASCAR races throughout the season, building further upon its at-track activation plans. Additionally, the GEICO Restart Zone will expand to select race tracks this season, with the potential to increase the number of tracks in 2020.
“Building on the collaboration taking place across the industry, we continue to pursue opportunities that will further integrate brands throughout the sport,” said Jon Tuck, vice president and chief revenue officer, NASCAR. “Our partnership with GEICO deepens their presence in the sport and provides them even more opportunities to engage our brand loyal fans to maximize their marketing objectives.”
GEICO, the nation’s second largest auto insurance company and a member of the Berkshire Hathaway family of companies, is the latest brand to expand its partnership in the sport. GEICO now joins the NASCAR Fuel for Business Council, providing the company access to an exclusive group of more than 50 Official NASCAR Partners to create business-to-business opportunities and co-marketing programs.
The Monster Energy NASCAR Cup Series continues at Texas Motor Speedway with the O’Reilly Auto Parts 500 on Sunday, March 31 at 3 p.m. ET on FOX, SiriusXM and PRN.