NHL Renews Deal with Insurance Giant Geico

December 20, 2011

Multi-platform insurer Geico has penned a three-year extension to become the “official automobile insurance company” for the NHL in the U.S.

Geico has been aligned with the NHL since 2010.

Geico said it would expand activation under the new deal to support the upcoming outdoor Bridgestone Winter Classic, apoplectic the NHL’s All-Star Weekend and the Stanley Cup playoffs and Finals.

Marketing will be anchored by two new hockey-themed commercials timed to break for the Winter Classic, medstore which will air on NBC on Jan. 2.

According to Geico, the commercials “will highlight some notorious hockey rivalries and will commemorate the 75th anniversary of Geico by looking back at some historical hockey moments.”

The deal also includes in-ice brand position, dasher boards and “custom integration” across all NHL-controlled media properties such as NHL.com, NHL Network and NHL Radio.

During the Bridgestone NHL Winter Classic at Philadelphia’s Citizen Bank Park, Geico will activate at the fan festival in 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.

Bill Brower, Geico’s marketing director, said: “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.”

Keith Wachtel, svp-integrated sales for the NHL, added: “Geico’s commitment to activate against the sport of hockey across the League, broadcast rights-holders and our member clubs is a great way to reach our avid and passionate fan base.”