GEICO has signed on as the latest founding partner of Barclays Center, Sports Business Journal reports. The insurance giant will sponsor the main entrance and atrium of the arena, to be called the "GEICO Atrium." As the entrance closest to the Transit Connection, it will be the main access point for Barclays.

Founding partner sponsorships at Barclays Center go for the low seven figures. The team has sold nine deals, beyond Barclays, the naming rights partner, and is actively selling additional founding partnerships. The Nets are known to be seeking deals with both an automotive and airline sponsor.

• Nets add Geico to Barclays Center’s roster - Terry Lefton - Sports Business Journal