Geico Signs As Official Insurance Partner Of Upstart MMA Promotion

Geico is the latest sponsor of the Professional Fighters League, signing on as the MMA circuit’s first official insurance partner. The multiyear deal includes branding on two of the four bumpers in the PFL “decagon,” media inventory on ESPN2 and ESPN Deportes and branded content. All of those assets will be evident at and around PFL 2, scheduled for May 23 at Nassau Coliseum. The deal, brokered by Scout Sports & Entertainment, follows a test by Geico at the PFL Championship last December. Geico has sponsored Top Rank Boxing and some UFC events previously. The PFL earlier this year completed a carriage deal that has it on ESPN2, ESPN Deportes and ESPN+. The PFL subsequently signed A-B InBev to a sponsorship for its Presidente beer brand, followed by the Geico deal. “We feel like we’ve been building our legitimacy and momentum as we build our partners,” said PFL CEO Peter Murray, adding that the circuit is also active in the cellular, non-alcoholic beverage and gaming sponsorship categories.