GEICO Is Named Entitlement Partner of PBA World Series VI

by Bob Johnson 0

GEICO, one of America’s largest automobile insurers with more than 17 million policyholders, will celebrate its 12th anniversary as a primary partner of the Professional Bowlers Association by serving as the entitlement partner of the GEICO PBA World Series of Bowling VI.

The multi-event international competition will be held Oct. 24 through Nov. 2 at South Point Casino, Hotel and Bowling Center in Las Vegas. The GEICO WSOB VI will feature seven ESPN-televised events, beginning Sunday, Dec. 14, at 1 p.m. Eastern, and continuing every Sunday through Jan. 25.

It’s anticipated that the World Series will generate a significant television audience for GEICO. WSOB V reached a television audience of more than 4.5 million viewers, resulting in 13 million impressions. In addition, 175,000 unique fans visited during the World Series, generating 2.5 million page views to monitor results while the event was underway.

GEICO made its debut as a PBA Tour sponsor in the 2003 GEICO Open in West Babylon, N.Y., and has been a PBA entitlement sponsor every year since, in addition to being one of the PBA Tour’s leading advertisers in support of PBA’s telecasts.

“The PBA’s partnership with GEICO has been mutually beneficial on all levels, and it’s especially significant when the package involves the World Series of Bowling,” said PBA Commissioner Tom Clark.

The entitlement partnership provides GEICO with more than $500,000 in measured media exposure through signage, commercial units and more over a span of two months, Clark noted. Part of the enhanced exposure includes incorporation of the GEICO logo into the official World Series logo, prime on-camera visibility on masking units above the lanes and on ball returns, as well as extensive audio recognition.

Over the years, the PBA has been able to dramatically expand the exposure it provides to GEICO, he continued. In addition to exposure on ESPN telecasts, GEICO is prominently featured in more than 50 hours of live, online video streaming coverage through Xtra Frame, the PBA’s Internet bowling channel that didn’t exist when the PBA and GEICO began their relationship.

The GEICO PBA World Series of Bowling will award more than $650,000 in prize money, making it the richest event in professional bowling. A sold-out field of 240 bowlers representing a record-tying 21 countries is already confirmed. Since its inception, the WSOB has welcomed bowlers from 36 countries.

The PBA’s international bowling fans also will follow the GEICO PBA World Series of Bowling on’s live scoring feature, as well as on Facebook, Twitter and YouTube.

Bob Johnson

Bob Johnson has received more national writing awards than any other bowling writer — close to 70 over the course of his 40-year career. He began at age 16 as a staff writer and then assistant editor for the weekly Pacific Bowler newspaper in his native California, and within three years was writing feature stories for Bowlers Journal. He has written for the magazine ever since, except for a five-year span when he was hired as the founding editor of another magazine. He moved to Chicago in 2000 and spent 13 years in the Windy City, including five as Bowlers Journal’s Editor. In 1975, Johnson received the Robert E. Kennedy Award as California’s top undergraduate high school journalist. Five years earlier, on the lanes, he had shared the Bantam Division Doubles championship in the Orange County Junior Bowling Association Championships. Today, he continues to work full-time for Bowlers Journal as its Senior Editor, to write his popular “Strikes Me” column, and to edit Luby Publishing Inc.’s weekly business-to-business Cyber Report.