US insurance firm Geico has extended its partnership with the ELeague esports organisation.
Geico will continue to serve as the official auto and home insurance partner of ELeague, a joint venture between US media company Turner and the IMG agency.
Geico will benefit from a range of promotional and marketing activations on television, digital streaming platforms, social media and on-site at events as part of the agreement.
The Geico brand will feature on ELeague media assets including ELeague.com, and on video-sharing website YouTube and streaming service Twitch. The renewal comes ahead of ELeague’s 2017 season.
“As a long-time supporter of esports, Geico has been a brand that uniquely understands how to foster community around the excitement of the competition,” Seth Ladetsky, senior vice-president of sales at Turner Sports, said.
“We are thrilled to have them back for a second year of ELeague, as we expand into new gaming genres, starting with the Street Fighter Invitational, and tap into new groups of passionate esports enthusiasts.”