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Volume 25 No. 46
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Geico Signs Endorsement Deal With Undefeated Boxer Dusty Hernandez-Harrison

Geico has signed a partnership deal with undefeated welterweight boxer Dusty Hernandez-Harrison that was negotiated by the fighter's promoter, Roc Nation Sports. Geico will be a presenting partner for select Hernandez-Harrison fights on broadcast television. The insurance company's logo also will be placed on Hernandez-Harrison's trunks and other fight apparel, as well as on all of his cornermen’s fight night attire. Roc Nation President & Chief of Branding Strategy Michael Yormark did not reveal terms of the deal, but said it is “not a fight-to-fight deal.” Geico is based in Chevy Chase, Md., while the 28-0 Hernandez-Harrison is from the DC area, which was attractive to the brand. The deal includes an agreement for Geico and the boxer to collaborate on a philanthropic initiative in the DC area, as well as an event at Geico’s HQ. This is the second national brand partnership Roc Nation has secured for Hernandez-Harrison, as they announced a deal last month with Fila. Yormark said, "Dusty is a young fighter. He's won 28 fights, but he is relatively unknown. For him to have secured a national deal with Fila and a national deal with Geico at this point in his career is pretty impressive."