Insurance firm Geico has entered into a three-year partnership with indoor American football competition the Arena Football League.
The partnership will cover the remainder of the 2016 AFL season, which got underway earlier this month, as well as the 2017 and 2018 campaigns. The deal names Geico the official auto insurance partner of the AFL.
Under the agreement, Geico will take on naming rights to the newly-branded Geico Blue Zones. The company’s logo will be visible inside the zones, which stretch from the 10- to 15-yard lines on each side of the field. Geico’s branding will also be prominent on the Geico Goal Line, on dasher boards and at each of the eight AFL venues.
In addition, the 15-yardline will be labelled ‘15%’ to promote a Geico initiative which urges customers to spend 15 minutes saving 15 per cent on their car insurance.
Geico last October agreed a similar deal with North American professional ice hockey league the ECHL. Its agreement with the league named it the official auto insurance partner of the ECHL, and the official goal sponsor of each of the league’s 27 US-based teams.
Geico’s decision to partner with the AFL follows an announcement late last month that the league will expand with a new franchise in Washington D.C. This development puts the league in seven of the top 20 media markets in the US beginning with the 2017 season.