GEICO renews multi-tiered ISC alliance to support Daytona track
Auto insurance firm GEICO, supporting the annual GEICO 500 at Talladega race event, has extended its agreement with International Speedway Corporation (ISC) to continue motorsports and affiliated sponsorships at the Daytona Beach complex through 2019.
GEICO (Government Employees Insurance Company), based in Chevy Chase, Maryland, lengthened its commitment to include the year that will mark the popular track’s 50th anniversary. GEICO Marketing Vice President Ted Ward said that the company seeks out new ways of appealing to sports aficionados.
“Having our branding in the Restart Zone is not only a GEICO first, but also a first for all of NASCAR,” Ward said. “This expansion of our presence at the track underscores the success of our NASCAR partnership.”
The partnership affords the insurance giant naming rights at ISC’s affiliated venues, starting with Talladega’s “Restart Zone.” In 2017, GEICO will take official ownership of the moniker at ten more ISC tracks nationwide, ranging from Arizona to Illinois, Kansas, Alabama, Virginia and more, in addition to Florida.
The GEICO Restart Zone will enhance brand recognition at the pivotal start and finish line zones.
“We’re excited about extending our relationship with GEICO, one of the largest auto insurers in the U.S.,” Talladega Superspeedway Chairman Grant Lynch said. “This race, known for its thrilling on-track action at NASCAR’s most competitive track, will continue to provide an incredible platform for GEICO to engage with fans.”
The 2.66-mile-long track is celebrated as one of the nation’s most prominent speedways, hosting prestigious NASCAR events such as the Daytona 500 since 1959. GEICO has been an entitlement partner with Talladega Superspeedway since 2014.