Geico has signed a multiyear title sponsorship for the Bassmaster Classic, beginning with the '15 event in Greenville, S.C., in February. An official announcement is expected this week. Financial terms were not available, but the deal marks a change for the event in having a multiyear deal in place. Geico was title sponsor for the '14 tournament, but only under a one-year deal. Prior to a presenting sponsorship from the Hard Rock Hotel & Casino Tulsa in '13, the event was without a title or presenting sponsor dating to Citgo in '06. BASS LLC CEO Bruce Akin, whose company owns the event, said, “Geico had such a good experience and we had such good feedback from the fans last year that it just made all the sense in the world. What Geico likes about it, too, is that it’s more than an on-site event sponsorship.” Akin called the deal, which was negotiated in-house, a multiplatform opportunity for Geico, noting that the brand will have advertising in print, television and online. Media time is part of the agreement. Next year’s Bassmaster Classic is slated for Feb. 20-22 at Greenville’s Lake Hartwell, with weigh-ins at Bon Secours Wellness Arena and the Bassmaster Classic Outdoors Expo at the TD Convention Center. BASS will give “Geico For Your Boat” T-shirts to select fans at the weigh-ins. Geico also will have in-arena signage at Bon Secours Wellness Arena and will present the Everyday Leader Award of $1,000 to the top angler following the first and second days of fishing. Tournament marshals will wear Geico-branded shirts, as well. Geico VP/Marketing Ted Ward in a statement said, “Geico’s relationship with the Bassmaster Classic has been truly successful in both supporting the growing bass fishing audience and driving awareness of our auto and boat product lines. The Bassmaster Classic is a great platform for us to engage with these passionate and loyal fans.” Akin expects big crowds for the tournament, which has averaged 100,000 fans each of the past four years. TV coverage is slated for ESPN2.
