Richmond International Raceway’s (Richmond) new look continues to evolve with the return of red stripes and a new wall badge to welcoming GEICO as a naming rights partner to the Restart Zone and it’s four campgrounds. The blue GEICO Restart Zone after turn four will lead drivers back to the green flag following cautions.
In addition to the partnership with Richmond, GEICO has a multiyear partnership with International Speedway Corporation (ISC) that includes campground naming rights at eight tracks, and an 11-track partnership for naming rights to the Restart Zone.
“At GEICO, we’re always looking for new ways to engage with sports fans,” said Ted Ward, GEICO Marketing Vice President. “Having our 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.”
The Restart Zone is the area on the track just prior to the start/finish line, indicating where the race leader is allowed to accelerate when the race is beginning or continuing following a caution. Fans both at the track and tuning in around the country are now familiar with seeing the GEICO Restart Zone on the track wall around ISC tracks.
The partnership will give an added twist to one of Richmond’s most time-honored traditions. By providing naming rights for four Richmond campgrounds (Main, Laburnum, Lot F and Lot J), GEICO will engage with some of the most loyal fans in NASCAR. On race weekends, campers will need to bring their A-game, as GEICO will search for the best campsite at Richmond. The winner will receive the coveted Golden Gecko and bragging rights.
“The GEICO Restart Zone will provide valued brand recognition to our fans during one of the more exciting moments in the race,” said Louis Gilmore, Senior Director of Business Development. “Camping at Richmond is a tradition for many families, so we look forward to working with GEICO to continue to improve our fans’ camping experience.”
GEICO is the nation’s second-largest private passenger auto insurance company, and holds two of it’s nine regional offices in the state of Virginia.
RIR PR
