From Mediaweek:

Just days after throwing its support behind the NHL Winter Classic game in Boston, Geico has upped its commitment, signing on as the official insurance partner of the National Hockey League.

Brokered by Geico agency Horizon Media, the partnership includes national TV inventory on NBC throughout the regular season and Stanley Cup playoffs. The sponsorship also includes a mix of media delivered via the NHL Network and NHL.com, along with exposure in a number of team venues.

Before signing with the league, Geico had already sponsored 17 of the 24 U.S.-based NHL teams.

“We’re excited to become a partner and create this association with the National Hockey League,” said Bill Brower, Geico’s director of advertising. “The recent Bridgestone NHL Winter Classic, with a special appearance by the Caveman, was a great way to kick off a successful partnership through the rest of the season.”