As part of its marketing investment in NCAA March Madness (games start today), insurer GEICO has produced a three-part basketball docuseries called “Miles That Matter.“

It follows standout players including 2025 Final Four Most Outstanding Player Azzi Fudd, freshman guard Trey McKenney and WNBA star and 2016 NCAA Champion Napheesa Collier. 

And it features the families, coaches, and communities who helped shape their paths. It was produced by GEICO in partnership with Religion of Sports and directed by Emmy-winning filmmaker Lauren Fisher. 

According to the company, the series is the beginning of a broader marketing push under new CMO Arianna Orpello to help the brand stand out better in the highly competitive insurance strategy. 

And a central component of Orpello’s approach is a deeper involvement in women’s sports. The company has signed a multi-year partnership with Fudd, who in addition to being featured in the docuseries will also appear in GEICO advertising during the March Madness tournament and beyond.   

“‘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,” says Orpello. “Through this docuseries, along with our partnership and advertising featuring Azzi, we’re honoring the teams behind every great athlete.” 

Beyond the docuseries and ads, GEICO will have an on-site presence at both the Men’s and Women’s Final Four, anchored by the GEICO Fan Fest experience, an interactive zone. Attendees will have access to photo opportunities and exclusive co-branded merchandise. 

GEICO is also presenting sponsor of the 2026 NCAA Dribble & Bounce, and will support youth-focused events held in conjunction with both tournaments.