Though its name already had appeared in recent days along with the Breeders' Cup Turf Sprint (gr. IT), GEICO and Breeders' Cup Oct. 28 officially announced a marketing partnership for this year's World Championships.
GEICO, the third-largest passenger auto insurer in the United States, will be title sponsor of the $1 million GEICO Breeders' Cup Turf Sprint Nov. 2. Breeders' Cup said the company will participate in the winner's circle presentation and air a commercial during the one-hour Breeders' Cup Classic (gr. I) telecast on NBC from 8-9 p.m. EDT Nov. 2.
"We are very excited about our new partnership with the Breeders' Cup and our sponsorship of the Turf Sprint," Ted Ward, GEICO vice president of marketing, said in a release. "Entering its 30th running, the Breeders' Cup has enjoyed an impressive history of international competition and prestige at the highest levels, and we equally are proud to be associated with this outstanding world-class event at Santa Anita Park and before a nationally televised audience."
"We are pleased to announce a new partnership with GEICO and welcome such a trusted brand as a title sponsor of one of the Breeders' Cup's 14 races," Breeders' Cup president and chief executive officer Craig Fravel said. "We look forward to introducing GEICO and their loyal customers to the unparalleled excitement of world-class racing at the Breeders' Cup."
GEICO is one of two sponsors to have its name associated with a Breeders' Cup race in 2013. The other is Xpressbet.com, sponsor of the Breeders' Cup Sprint (gr. I).
Breeders' Cup is in the process of rebuilding its base of title sponsors. It has other non-race sponsors and partners.
GEICO, which stands for Government Employees Insurance Company, provides auto insurance for more than 12 million people, according to company information. It's catchy, popular commercials feature a talking gecko.