Motorsports Brands - GEICO/Lucas Oil Off-Road Extend Brand Relationship Through 2014


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Corona, Jan. 31, 2013: Extending a highly successful union that first began in 2009, Team Lucas announced today that GEICO is renewing its Team Lucas agreement for the next two years. Team Lucas is a dynamic, one-of-kind 'grass roots' advertising and marketing platform created by Lucas Oil that reaches hundreds of millions of consumers a year.

GEICO partnered with Team Lucas to showcase its insurance policy benefits at more than 300 'live' events and 400- plus television hours including the Lucas Oil Off Road Racing Series presented by GEICO, Lucas Oil Late Model Dirt Series, Lucas Oil Pro Pulling League, Lucas Oil Modified Series, Lucas Oil Drag Boat Series, Lucas Oil Speedway, Lucas Oil Production Studios and Lucas Oil Stadium in Indianapolis.

GEICO, a wholly owned subsidiary of Berkshire Hathaway, is a leading automotive insurer throughout the United States serving 11 million policyholders via 27,000 employees around the country. The company not only insures more than 18 million vehicles in America, but also has specialty insurance motorcycle, RV, ATV and marine policies ideally suited for a wide variety of motorsports participants, fans and enthusiasts. In addition, the now iconic GEICO Gecko is one of the advertising world's most memorable characters, and has also made many appearances at Lucas Oil motorsports events around the USA.

"From our perspective, the partnership with Lucas Oil and Team Lucas is the textbook example of a 'win-win' combination," explained Tom Shawaryn of GEICO. "The Team Lucas program provides solid and tangible results with a quantifiable ROI -- all backed-up via extensively researched data recaps. The program is very unique, inventive and, most importantly, it really works."

Lucas Oil is a world leader of High Performance lubricants and Problem Solving additives. Its television production arm, Lucas Oil Studios, maintains its own high definition production studio and produces more than 300 hours of programming for CBS, CBS Sports Network, NBC, NBC Sports Network, SPEED, FUEL and the Lucas owned MAVTV American Real Network.

According to Bob Patison, Executive Vice-President of Lucas Oil Products, Inc. "There is a direct correlation between the huge branding success and raw sales growth that Lucas Oil has experienced over the past 20 years and its involvement in 'grass roots' motorsports, especially through our Team Lucas program. For the past four years, GEICO has played an important role in the expansion of Team Lucas and we are very pleased that they have renewed our association through 2014. Team Lucas reaches the masses, it's affordable, and it attracts the most awesome, loyal race fans in America. Team Lucas is the result of over two decades worth of planning, extensive market research and some trial and error. It is the fruit of Lucas Oil's hard work and passion and it is now available as a marketing vehicle to help other companies sell their products."

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