GEICO to sponsor first race of NASCAR’s Chase

The Chase has begun.

NASCAR’s 2012 Sprint Cup Series Championship begins today in Chicago, and GEICO has retained their role as title sponsor for the second year. GEICO took over the role of title sponsor of the Chicagoland Speedway race after they signed a sponsorship deal with International Speedway Corporation (IRC) in 2010. USG Corporation and Lifelock have also served as title sponsors over the event’s 11 year existence. The aptly named GEICO 400, is the first of 10 playoff-styled races that will help determine this year’s Sprint Cup Series Champion.

“The GEICO 400 is an exciting partnership that gives us ample opportunity to build brand awareness within the vast NASCAR community,” says Bob Piwowarczyk, GEICO senior marketing manager. “The Chicago area is a great place to raise our exposure with drivers we’d like to insure.”

The race will be broadcast live today at 2 p.m. on ESPN. GEICO will also have their own “horse” in the race — Casey Mears, while not in the run for the championship, will be driving for GEICO/Germain Racing Team. The first event in NASCAR’s playoffs is expected to be well attended — last year’s event pulled in an estimated 42,000 — in part because NASCAR fans travel so well,

“NASCAR fans are some of the most passionate sports fans on the planet,” says Piwowarczyk. “No matter the weather, they travel for miles and miles in cars, trucks, RVs and campers to see their favorite drivers. We are proud of the relationship we have built. And GEICO wants to be their favorite insurance company.”

With most of the fan favorites including Dale Earnhardt Jr., Jeff Gordon, Tony Stewart, and five time consecutive Sprint Cup Champion Jimmy Johnson, the race should be a perfect beginning to what has become the most exciting time in NASCAR.

(via GEICO press release)