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Pac-12 signs up new sponsor, extends with Geico

The Pac-12 US college sports conference has agreed a new sponsorship deal with sunglasses brand Maui Jim and extended a partnership with insurance firm Geico.

Maui Jim will serve as an official sponsor of Pac-12 American football championship games for the 2017 and 2018 academic years, and the Pac-12 basketball tournament in 2018.

The company will receive inventory across linear channels run by Pac-12 Networks, the broadcast arm of Pac-12 sport, along with in-stadium branding at the championship events.

Maui Jim will also have on-site activation opportunities and run a competition for fans to win a trip to the 2018 Maui Jim Invitational Tournament men’s basketball competition in Hawaii.

Geico has signed a multi-year extension to its existing partnership.

Geico will benefit from both signage and on-site activation at the 2017 American football championship game and will also serve as an official sponsor of the Pac-12 men’s and women’s basketball tournaments and Olympic championship events.

Other sponsors and supporters for the game include adidas, AT&T, Dr Pepper, Gatorade, PrimeSport, Opus Bank, Valvoline, Vivid Seats and Foster Farms.