GEICO Caps March Madness with Youth Sports Initiative
MARKETING
Through its NCAA® partnership, GEICO has expanded access to youth sports, supported local communities, and highlighted athlete journeys through its “Miles That Matter” docuseries.
GEICO wrapped up its March Madness partnership with the NCAA by expanding youth sports access across the country. The insurer leveraged the energy of college basketball's biggest tournament to create lasting community impact, providing thousands of children with new equipment and opportunities to play.
The initiative culminated during Final Four weekend with the GEICO-presented Men's Final Four Dribble in Indianapolis and Women's Final Four Bounce in Phoenix. These high-energy, family-friendly events brought thousands of young participants to dribble through city streets, placing them at the heart of the Final Four experience.
WNBA Legends Join Events
Special appearances from WNBA legends added star power to the community celebrations. Tamika Catchings joined the Dribble event in Indianapolis, while four-time champion Sue Bird appeared at the Bounce event in Phoenix. The athletes helped inspire the next generation and reinforced the importance of youth sports.
Local GEICO associates volunteered to bring the events to life, demonstrating hands-on commitment to the communities they serve.
Equipment Donations Reach Four Cities
Through a partnership with Good Sports and Boys & Girls Clubs of America, GEICO donated basketballs, footballs, and essential equipment to kids in Houston, San Diego, Phoenix, and Indianapolis. The company made additional investments in Phoenix and Indianapolis to fund and install new scoreboards for Boys & Girls Club courts.
"This partnership is about real, lasting impact, not just showing up for a moment," said Arianna Orpello, GEICO's Chief Marketing Officer. "Sports help build confidence and character, and programs like NCAA Dribble & Bounce and our work with Boys & Girls Clubs turn that belief into action. At GEICO, we focus on expanding access and supporting young people where it matters most, on and off the court, in the communities we serve."
Long-Term Commitment
Since 2010, GEICO has helped more than 41,000 young people access athletic equipment, apparel, and footwear. Employees play a hands-on role through volunteering, equipment distribution, and direct engagement, demonstrating that with the right equipment and encouragement, kids are better positioned to develop their abilities, grow in self-assurance, and foster a sense of community through sports.
Miles That Matter Docuseries
A narrative centerpiece of GEICO's NCAA partnership this year was Miles That Matter, a branded docuseries on Paramount Plus. The series featured athletes including 2025 NCAA Defending Champion and Final Four Most Outstanding Player Azzi Fudd, NCAA freshman guard Trey McKenney, and NCAA Champion and WNBA star Napheesa Collier.
The series highlighted the journeys and support systems behind success, reinforcing GEICO's commitment to being there for life's important transitions. The three-part series is now streaming on Paramount Plus, with episodes also airing on CBS Sports Network.
Sustained Community Impact
The initiatives reflect GEICO's belief that access to play is access to possibility. By expanding access to youth sports, the company aims to help more children build confidence, teamwork, and healthy habits through play.
GEICO, a member of the Berkshire Hathaway family of companies, provides auto, property, and business insurance to millions of policyholders across the United States.
Good Sports is a national nonprofit that drives equitable access in youth sports by providing brand-new equipment, apparel, and footwear to children in high-need communities. Since 2003, Good Sports has donated over $115 million in gear, helping more than 10 million kids get off the sidelines and into the game.