Geico plans to stake its claim in women’s sports, starting with March Madness

March 31, 2026

Geico launched a docuseries campaign called Miles that Matter to highlight women’s sports during March Madness, featuring UConn’s Azzi Fudd, Michigan’s Trey McKenney, and WNBA star Napheesa Collier. The series emphasizes family support during life transitions, like car rides to practices, to differentiate Geico from other insurers in the crowded sports marketing space.

New CMO Arianna Orpello aims to boost Geico’s presence in women’s sports, starting with NCAA sponsorships including fan fests and youth events at both Final Fours. This marks Geico’s first female athlete sponsorship with Fudd and aligns with increased ad spend amid a 14% YoY rise in insurance category advertising to $6.6 billion in late 2025.

Social engagement has been strong, with 95% positive sentiment, a record day for impressions upon announcing the Fudd partnership, and Instagram/TikTok metrics far exceeding benchmarks (e.g., 1,459% higher TikTok engagement). Orpello plans further expansion, including a women’s sports lead hire, WNBA Draft activations, and events like the Business of Women’s Sports Summit. Marketing Brew