Nascar and Geico have announced a multi-year deal that will see the company become the official insurance partner of North America’s preeminent stock car racing organisation.
The partnership will see Nascar provide Geico with exclusive status and promotional rights in the insurance category, whilst Geico will exhibit through at-track activations throughout the year.
The partnership further cements Geico’s relationship with Nascar. The company already has a team relationship with Germain Racing and visibility through the Geico Restart Zone, which is present at many Nascar tracks.
“Our partnership with Geico deepens their presence in the sport and provides them even more opportunities to engage our brand loyal fans to maximise their marketing objectives,” said Jon Truck, vice president and chief revenue officer at Nascar.
Through Geico’s partnership with Nascar, the insurance firm will now join the Nascar Fuel for Business Council, allowing the company to network and access an exclusive group of fellow Nascar sponsors to develop business opportunities and relationships.
“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,” added 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.”