ECHL goal posts going from red to blue with new sponsorship

Photo sent by ECHL

The ECHL is painting its goal posts blue.

According to a release sent by the league, the ECHL has partnered with GEICO Insurance to sponsor the league’s goal posts. Instead of the traditional red, the posts will be painted blue with GEICO plastered on them as seen in the above photo. The GEICO goalposts will be in the league's 27 U.S. based teams.

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Per the ECHL:

“We are excited to serve as the Official Auto Insurance partner of the ECHL,” said Ted Ward, GEICO Vice President. "This fits GEICO. It's fun. It's creative. It's an attention-grabber. We're changing history here,” said Troy Miller, President of Division ONE Sports, who negotiated the deal for GEICO.

The ECHL is the top feeder league for the American Hockey League – which is the top feeder league for the National Hockey League.

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Recently the NHL has fielded some questions on whether it would try to boost on-ice advertising in unconventional ways.

The league announced Adidas will make the league’s jerseys starting in 2017-18. The initial belief was this would lead to advertisements on jerseys, which was met with some level of criticism from hockey purists. 

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Josh Cooper is an editor for Puck Daddy on Yahoo Sports. Have a tip? Email him at or follow him on Twitter!