The National Hockey League received a boost with Geico signing a multi-tiered sponsorship deal with the league.
The big-spending Geico is now the official insurance partner of the NHL, an agreement that comes with some exclusivity for advertising on several league-controlled platforms.
Separately, the deal includes TV inventory on NHL games on NBC, including the Stanley Cup playoffs, and real estate on national cable outlets and NHL digital platforms.
Then again, there isn't much in the way of sports that the insurer doesn't have some sort of affiliation with.
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