TALLADEGA, Ala. — The restart zone at the tracks of NASCAR’s largest track holder has sold its naming rights going forward.
During a Casey Mears media availability at Talladega Superspeedway billed as having a “major Talladega/International Speedway Corporation announcement,” GEICO was named the entitlement sponsor of the restart zone, dubbed the Talladega Restart Zone, for the track this weekend’s Chase for the Sprint Cup Hellmann’s 500 and Fred’s 250. It’ll take effect at all ISC tracks, sans Auto Club Speedway, starting in 2017.
“At GEICO, we’re always looking for new ways to engage with sports fans,” said Ted Ward, GEICO marketing vice-president. “Having out branding in the restart zone is not only a GEICO first, but also a first for all of NASCAR. This expansion of our presence at the track underscores the success of our NASCAR partnership.”
As part of the announcement, GEICO also extended its sponsorship of Talladega’s May race, the GEICO 500, through 2019.
“We’re exited about extending out relationship with GEICO, one of the largest auto insurers in the U.S.,” said Grant Lynch, chairman of Talladega Superspeedway. “This race, known for its thrilling on-track action at NASCAR’s most competitive track, will continue to provide an incredible platform for GEICO to engage with fans.”
