SBJ/Nov. 1, 2010/This Week's Issue
Geico camping out at ISC racetracks
Published November 1, 2010
International Speedway Corp. has signed a five-year, seven-track sponsorship deal with Geico.
The agreement, which is valued in the low seven figures annually, gives Geico track signage, on-site activation rights and naming rights at ISC-owned campsites. The participating tracks are Daytona, Talladega, Chicagoland, Phoenix, Homestead, Watkins Glen and Darlington. Those tracks collectively have 40,000 campsites that host more than 160,000 visitors a year.
The multitrack deal is the first in the insurance category for ISC in two to three years. Its last partner with insurance category rights was AAA, and Coleman was the last partner to hold naming rights at ISC campsites, ISC chief marketer Daryl Wolfe said.
“We’re proud to strike such an innovative partnership,” Wolfe said. “They’re a huge brand, a huge advertiser and a huge spender.”
The deal is expected to help Geico as the insurer looks to increase insurance sales for recreational vehicles, all-terrain vehicles, boats and other powersports products. It will look to promote those offerings by telling NASCAR fans that Geico can save them money on more than just car insurance, said Eric Vaden of Geico motorcycle and powersports marketing.
“Being at track and within the campgrounds provides an atmosphere where we can connect on a grassroots level,” Vaden said. “This is a great fit for Geico and ISC because our presence will be informative and fun.”
Geico already is involved in NASCAR as the primary sponsor on the No. 13 Sprint Cup Toyota driven by Casey Mears.