The Indianapolis Star

September 12, 2006

BYLINE: Terry Hutchens; Steve Ballard

Just 1 Minute

Race sponsor

Are they the ones with the gecko?

Allstate is in good hands with the Brickyard 400.According to figures provided by Joyce Julius and Associates, an Ann Arbor, Mich.-based independent research firm, Allstate was mentioned 62 times during NBC's telecast of the Aug. 6 race from Indianapolis Motor Speedway.

In addition, the insurance company's logo was visible for 55 minutes of the 31/2-hour show. That much national TV time adds up to more than $8.2 million of commercial exposure, according to Joyce Julius.

The amount Allstate pays the Speedway for title sponsorship of the race never has been announced, but it is believed to be in the neighborhood of $5 million annually. So, two years into a multiyear deal, Allstate would appear to be getting a premium return on its investment.