Expect to See More ‘Humorous’ Geico Ads as League Renews Partnership with Car Insurance Company
December 19, 2011 Leave a comment
NEW YORK (December 19, 2011) ─ The National Hockey League (NHL) today
announced that GEICO has renewed as the “Official Automobile Insurance
Partner of the NHL” in the United States. As part of this agreement,
GEICO will serve as a multi-year sponsor of the NHL Winter Classic®, NHL®
All-Star Weekend when held in the US, Stanley Cup® Playoffs. GEICO also has
also secured exclusive digital and broadcast inventory on NHL, NBC, and NBC
Sports Network (being re-branded from VERSUS on Jan. 2, 2012) platforms as
the Presenting Partner of the Stanley Cup® Playoffs.
During the 2012 Bridgestone NHL Winter Classic in Philadelphia, GEICO
will activate at the free fan festival, Spectator Plaza, hosting a “Guess
the Gecko” contest for chances to win prizes, an accuracy shooting contest,
a hockey suit-up challenge, and trivia games.
GEICO also will use the 2012 Bridgestone NHL Winter Classic to launch
two new hockey-themed ads on NBC on Jan. 2. The ads will highlight some
notorious hockey rivalries and will commemorate the 75th anniversary of
GEICO by looking back at some historical hockey moments.
As a partner of the League’s jewel events, GEICO will receive
significant media exposure, including prominent in-ice brand position,
camera-visible dasherboards, presence at the accompanying fan festivals and
custom integration of the GEICO brand throughout all NHL-controlled media
properties including NHL.com, NHL Network™ and NHL Radio™.
“It’s exciting to have GEICO continue their partnership with the NHL
for many years to come” said Keith Wachtel, senior vice president of
integrated sales at the NHL. “GEICO’s commitment to activate against the
sport of hockey across the League, broadcast rightsholders and our member
Clubs is a great way to reach our avid and passionate fan base.”
According to Bill Brower, GEICO’s marketing director, “The NHL is a
great fit for us as we already support 18 NHL teams, local and national
broadcasts. It’s great to be a part of something that is fun and exciting
for the fans and we are very pleased to be associated with such an
important segment of American sports.”
“GEICO’s iconic advertising is a staple of our NHL telecasts and
their renewal demonstrates the benefits of the long-term partnership
between NBC and the NHL, including our new joint-sales effort,” said Seth
Winter, senior vice president of sports and Olympics sales and marketing
for NBC.
NHL, the NHL Shield, Stanley Cup and the word mark NHL Winter Classic are
registered trademarks and the NHL Winter Classic logo, NHL Network and NHL
Radio are trademarks of the National Hockey League. All Rights Reserved.
Puck The Media 
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