Gecio leaving NASCAR as premier partner after 2024 season
A bit of unfortunate news on this Friday afternoon. Geico is reportedly going to leave NASCAR as a premier partner after this season. That will mark the first departure of a premier partner since the model was instituted in 2020.
The ties between Geico and NASCAR go back to 2009. In 2019, the relationship got deeper as Geico became the official insurance of the sport.
However, Adam Stern of Sports Business Journal is reporting that the partnership is going to end. After 2024, Geico is out of NASCAR. Officials with NASCAR confirmed the news to SBJ.
“The partnership between NASCAR and GEICO has demonstrated the immense value and weekly excitement that two consumer-driven brands can create, and we are proud of the extraordinary brand value, exposure and growth opportunities we’ve built together,” NASCAR said, via Stern.
Geico, Xfinity, Coca-Cola, and Busch Beer act as the four premier partners of the Cup Series. Instead of a single sponsor having title rights, there are multiple partners who help out financially. After the Monster Energy NASCAR Cup Series mouthful, it felt like the best move.
There has also been rumblings that Xfinity is going to drop the title sponsorship of what is now the Xfinity Series. However, the Comcast brand is planning on sticking around as a premier partner of the Cup Series.
Right now it is unclear if NASCAR will get another partner for 2025. I would imagine they will be able to land one, but it is a big commitment. It will be a shame to see Geico leave, but interesting to see which company steps up in their place.
No more Geico Restart Zone.
NASCAR heading into interesting 2025
The Next Gen car was introduced in 2022. This year, the schedule took on a new look both due to the Olympics and with races at Iowa and returning once again to North Wilkesboro. There is a new TV deal that kicks off next year. Heck, even a new charter deal, once 23XI and Front Row sign.
The last few years NASCAR has been transitioning out of the 2010s and into a new era. Piece by piece, bit by bit. 2025, I believe, is a culmination of a lot of that work. Racing in Mexico City, there are new, young drivers entering the Truck and Xfinity Series who could be generational talents.
When we are in November of next year, I think we will look back on the season as a major success and turning point for NASCAR, even without Geico around. The groundwork NASCAR has set will hopefully pay dividends in terms of marketing the sport and drawing in new fans.
Geico is gone, NASCAR is moving on to (ideally) bigger and better things. The racing in the sport has been great lately and that is something we can look forward to getting even better next season.