AMA: Progressive Insurance continues AMA Pro Racing Relationship
20 October 2000
PICKERINGTON, Ohio -- Flat-track fans, the best just keeps getting better.
The multi-year partnership between American Motorcyclist Association (AMA) Pro
Racing and Progressive Insurance (NYSE:PGR) will continue to pay more dividends
in 2001, both parties have announced.
For the second straight year, Progressive remains the title sponsor of the
AMA U.S. Flat Track Championships and will continue its high-profile promotions
for the flat-track community. The company plans to continue its innovative
1-800-FLAT-TRACK marketing campaign and its complimentary Internet strategy,
again generating additional purse money for the series. Everyone wins in this
campaign. The racers win because Progressive kicks in an additional dollar to
the Rider Bonus Fund each time a flat-track fan gets an insurance quote from
Progressive. You, the fan, win because through Progressive's sponsorship,
professional dirt-track racing remains as healthy and, like Progressive
Insurance rates, competitive as ever. Progressive and its over 30,000
independent agents win because they receive more business traffic from potential
insurance customers. And AMA Pro Racing wins through the additional exposure of
Grand National Flat Track racing.
Every time a fan gets an insurance quote by calling 1-800-FLAT-TRACK 24
hours a day, seven days a week, visits www.amaproracing.com and clicks on the
Progressive banner, or stops by the Progressive tent at a Flat Track race for a
quote, Progressive will contribute $1 to the 1-800-FLAT-TRACK bonus fund.
The 1-800-FLAT-TRACK bonuses will be divided among all Progressive
Insurance Grand National Championship riders who earn points at AMA Progressive
Insurance Grand National Championship races, and will be distributed at season's
end. This bonus is on top of the $100,000 point fund Progressive posts as part
of the program. This year, the campaign generated an additional $10,000 for the
season's point fund, Progressive's Motorcycle Marketing Manager Miriam Deitcher
says.
"The flat-track racers and fans have been incredibly supportive of
Progressive Insurance and the 1-800-FLAT-TRACK program," says Deitcher. "The
support has been overwhelming to me, and I'm looking forward to next year.
Everyone seems to be real happy that Progressive has come in and provided some
extra exposure for the sport. And we're happy to do it because we know our
customers love dirt-track racing."
As the No. 1 motorcycle insurer in the U.S., Progressive has been able to
use its large existing customer base to promote professional flat-track racing,
creating new fans along the way. Deitcher says Progressive considers flat-track
fans to be an important part of its customer base, a group that sees the
company's involvement in motorcycle racing as a true value benefit to
Progressive's customers.
Part of Progressive's involvement has been a high-profile marketing program
showcasing its sponsorship of the AMA U.S. Flat Track Championships, including
direct mail, event promotions, autographed T-shirts, stickers, magnets,
discounts to AMA members and track-side race-day amenities. Progressive also
supports the national series broadcasts on ESPN2.
Progressive Insurance has been in business since 1937, and it wrote $6.1
billion in premiums in 1999. It's the fourth largest auto insurer in the U.S.
and is the nation's largest insurer of motorcycles, with over 800,000
policyholders. Progressive is truly progressive in its accessibility to
customers - through 30,000 independent agents, by phone or over the Internet.
Since 1994, the company has sponsored the Progressive Insurance AMA
Harley-Davidson SuperTwins and the Progressive Insurance AMA Pro Thunder road
race series. Progressive has also sponsored the 1999 and 2000 Progressive
Insurance AMA Superbike races at Sears Point Raceway, and Progressive remains
the AMA's official insurance provider, offering discounted rates to AMA members.