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

As March Madness captures the nation's attention, GEICO tells the stories of basketball stars Azzi Fudd, Trey McKenney, and Napheesa Collier, spotlighting the relationships and communities behind their rise, with Fudd featured across GEICO's TV advertising

• As part of its official partnership with the NCAA, GEICO is releasing a three-part branded docuseries that highlights three top basketball players at different stages of their journeys – from the start of their NCAA careers to the impact the NCAA had on their professional paths.
• The series explores the journeys of marquee basketball players – 2025 NCAA Final Four Most Outstanding Player Azzi Fudd, NCAA freshman guard Trey McKenney, and 2016 NCAA Champion Napheesa Collier.
• GEICO will offer opportunities for community engagement and fan experiences throughout March Madness – culminating at the Men's and Women's Final Four, including initiatives that support youth sports programming.

NEW YORK, March 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.

"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/