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Geico extends ELeague partnership

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.”