- Geico is leaning into its partnership with the NCAA during March Madness with the launch of Miles that Matter – a new three-part basketball docuseries on Paramount+.
- Created in collaboration with Religion of Sports, the three-episode docuseries follows players’ career journeys and highlights the family members, coaches and communities that helped them shape their path.
- The series includes 2025 Final Four Most Outstanding Player Azzi Fudd, freshman guard Trey McKenney and WNBA star and 2016 NCAA Champion Napheesa Collier.
Geico’s new chief marketing officer Arianna Orpello is on a mission to help the brand stand out in the competitive insurance category. This series helps align the brand with both sports marketing, as well as culture and join conversations that consumers are already participating in – stories about their favorite athletes.
Under Orpello’s leadership, the brand is deepening its investment in women’s sports and storytelling around life transitions and family moments. This approach connects the dots between the player’s career paths and Geico. For instance, players need rides to practice and games, which requires auto insurance, in order to succeed in the game.
“‘Miles That Matter’ reflects how Geico is evolving the way we tell stories, by spotlighting the real journeys and relationships that shape success long before the spotlight turns on,” said Orpello, in a statement.
“Some of the most meaningful moments between parents and children now happen in the car – on the drives to and from practice, games, and life’s biggest transitions. Those conversations, those miles, matter.”
In addition to the docuseries, Geico is hosting on-site events at both the Men’s and Women’s Final Four games. The Geico Fan Fest experience will give fans an interactive space to celebrate fans’ basketball journeys from their driveways. The experiential event will feature photo opportunities and exclusive co-branded merchandise.
