As March Madness Tips Off, GEICO Debuts “Miles That Matter” Docuseries on Paramount+, Highlighting the Unseen Journeys of Basketball’s Elite and the People Who Drove Them

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NEW YORK--(BUSINESS WIRE)--Mar 16, 2026--

As part of its expanded commitment to collegiate sports and timed to the start of March Madness, GEICO – an official partner of the NCAA – today unveiled “Miles That Matter,” a three-part docuseries now streaming on Paramount+, with episodes also airing on the CBS Sports Network. The branded docuseries traces the transitions and journeys behind some of basketball’s biggest stars, showcasing the miles and communities that propelled their success.

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As part of its expanded commitment to collegiate sports and timed to the start of March Madness, GEICO – an official partner of the NCAA – today unveiled “Miles That Matter,” a three-part docuseries now streaming on Paramount+, with episodes also airing on the CBS Sports Network. The branded docuseries traces the transitions and journeys behind some of basketball’s biggest stars, showcasing the miles and communities that propelled their success.

“Miles That Matter” is an intimate and heartfelt docuseries that captures the real, often unseen moments that shape greatness – the early morning drives, late-night pickups, and encouragement between destinations. Produced by GEICO in partnership with Religion of Sports and directed by Emmy-winning filmmaker Lauren Fisher, the series explores the journeys of marquee basketball players – including 2025 NCAA Defending Champion and Final Four Most Outstanding Player Azzi Fudd, NCAA freshman guard Trey McKenney making his debut in the tournament, and 2016 NCAA Champion and WNBA star Napheesa Collier – and the support systems that lifted them.

Throughout its 2026 NCAA campaign, GEICO honors the people who make success possible, reinforcing that greatness is never a solo journey – it’s powered by dedication and, often, countless car rides. This docuseries represents a new way of storytelling for GEICO, using authentic narratives to connect with customers during life's pivotal transitions.

“‘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 Arianna Orpello, GEICO’s Chief Marketing Officer. “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. Through this docuseries, along with our partnership and advertising featuring Azzi, we’re honoring the teams behind every great athlete.”

The campaign is anchored by a multi-year partnership with basketball superstar Azzi Fudd. The partnership with Fudd, who is prominently featured in the docuseries and GEICO advertising, was chosen to spotlight not just her excellence on the court, but the unwavering circle of family, friends, and mentors who have fueled her rise. A driving force of her success to date has been Azzi’s mother, Katie Fudd, whose own basketball career provided a lifeline of shared resilience that shaped Azzi’s confidence, determination, and character.

“My journey has never been a solo act. Every mile, every setback, every success – my family, friends, and basketball community were there supporting me every step of the way,” Fudd said. “I’m excited to partner with GEICO to tell my story and build something that lasts both on and off the court – inspiring the next generation of female athletes to go the extra mile to make their dreams a reality.”

Beyond the docuseries, GEICO will bring the campaign themes to life through an on-site presence at both the Men’s and Women’s Final Four, creating multiple touchpoints for fans and the broader community. At the heart of this presence will be the GEICO Fan Fest experience – an interactive zone where GEICO will celebrate fans’ basketball journeys by transporting them back to where it all began, the driveway. Attendees will have access to photo opportunities and exclusive co-branded merchandise.

This engagement extends from Fan Fests to the streets of the host cities. As the presenting sponsor of the 2026 NCAA Dribble & Bounce, GEICO will support youth-focused events held in conjunction with both tournaments. The Men’s Final Four Dribble and the Women’s Final Four Bounce bring together thousands of young participants who will dribble along designated routes, creating a massive, energetic spectacle.

The program will also create a direct impact within the host communities through a partnership with the Boys & Girls Clubs of America. Local chapters in Indianapolis (Men’s Final Four) and Phoenix (Women’s Final Four) will receive VIP registration opportunities for the events. In addition, GEICO is teaming up with Good Sports to donate new sports equipment to local Boys & Girls Clubs in Indianapolis, Phoenix, Houston, and San Diego – helping to bring the excitement and energy of March Madness to deserving youth and supporting local youth sports programming.

To stream the “Miles That Matter” docuseries, please visit: https://www.paramountplus.com/shows/miles-that-matter/

About GEICO

GEICO (Government Employees Insurance Company), the third-largest auto insurer in the U.S., was founded in 1936 and insures vehicles in all 50 states and the District of Columbia. GEICO, a member of the Berkshire Hathaway family of companies, constantly strives to make lives better by protecting people against unexpected events while saving them money and providing an outstanding customer experience. Along with personal auto insurance, commercial auto and personal umbrella coverages are also available. Homeowners, renters, condo, flood, identity theft, term life, and more coverages are written through non-affiliated insurance companies and are secured through the GEICO Insurance Agency, LLC. Visit GEICO.com for a quote or to learn more.

About Religion of Sports

Religion of Sports (ROS) is an award-winning media company founded by Tom Brady, Michael Strahan, and Gotham Chopra. A diverse creative collective, ROS delivers thoughtful, elevated stories that explore a range of themes and uncover why sports matter. Since its inception in 2017, the Los Angeles-based company has built an impressive array of work in collaboration with the world’s most beloved athletes and figures. ROS produces content that is intimate, personal, and character driven. Rooted in the power of storytelling, ROS’s mission has grown beyond sports to spotlighting artists and innovators across music, spirituality, fashion, and more. Through scripted and unscripted video, podcasts, feature films and social content, ROS distills the spirituality, science and humanity that unites elite performers and people of all kinds.

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CONTACT: GEICO Corporate Communications

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PUB: 03/16/2026 09:00 AM/DISC: 03/16/2026 09:00 AM

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