SBD/October 18, 2011/Marketing and Sponsorship

Geico, NHL Close To Renewing Sponsorship Deal For Another Three Years

Geico, an NHL sponsor since '10, is close to renewing its deal for three more years
Geico is "close to completing a renewal of its NHL sponsorship for an additional three years," according to Terry Lefton in this week's SPORTSBUSINESS JOURNAL. Geico has been a league sponsor "since the 2010 Winter Classic in Boston and has inserted its caveman spokescharacters into NHL-themed advertising." The deal "includes digital inventory on NHL.com and TV units on NBC and Versus/NBC Sports Network." Geico also "supports the league's jewel events like the Winter Classic, and ties in locally with sponsorship/media deals across 20 NHL teams." Horizon Media's Scout Sports & Entertainment "negotiated the league deal." Sources indicated that "renewals for incumbent NHL sponsors Bell Canada, Discover, McDonald's, Verizon and Visa are also close" (SPORTSBUSINESS JOURNAL, 10/17 issue). During the '10-11 regular season, Geico spent $2.48M across NBC and Versus, which ranked it No. 2 among all NHL TV ad spenders in the U.S., according to data from Nielsen Media. Only Verizon ($2.58M) spent more during that period. During the '09-10 season, Geico ranked No. 6 with an ad spend of $843,863 (THE DAILY).
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Marketing and Sponsorship, NHL, Geico

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