UConn Guard Azzi Fudd Signs NIL Deal with Geico

Fudd is the first female athlete to partner with the insurance company.

Mar. 3, 2026 at 10:10pm

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Ahead of March Madness, insurance company Geico has signed UConn guard Azzi Fudd to an NIL (name, image, and likeness) deal. Fudd, a top WNBA draft prospect, is the first female athlete to partner with Geico, and the company celebrated the news by putting up billboards outside Madison Square Garden. Fudd's deal with Geico is expected to continue beyond her college career, and she will also star in a Paramount+ docuseries called "Miles That Matter" that will provide behind-the-scenes access to her journey.

Why it matters

Fudd's NIL deal with Geico is a significant milestone, as she becomes the first female athlete to partner with the insurance company. This partnership highlights the growing opportunities for female athletes to capitalize on their name, image, and likeness, which was recently made possible by NCAA rule changes. Fudd's deal also showcases her rising star power and the increasing commercial value of top women's basketball players.

The details

Through the NIL deal, Fudd will appear in Geico marketing and advertising campaigns. She will also star in a Paramount+ docuseries called "Miles That Matter" that will provide behind-the-scenes access to her journey. Fudd is among the college basketball stars to be featured in the series. The partnership is expected to continue beyond Fudd's college career as she prepares to enter the WNBA draft.

  • Geico announced the partnership with Fudd ahead of the 2026 March Madness tournament.
  • Billboards featuring Fudd were put up outside Madison Square Garden prior to UConn's game against St. John's on March 1, 2026.

The players

Azzi Fudd

A guard for the UConn Huskies women's basketball team, Fudd is considered a top WNBA draft prospect and helped lead UConn to a perfect 31-0 regular season as they look to repeat as national champions.

Geico

An American insurance company that has now signed its first-ever partnership deal with a female athlete in Azzi Fudd.

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What they’re saying

“My journey has never been a solo act. Every mile, every setback, every comeback — my family, friends, and basketball community were there supporting me every step of the way. Their support has been critical to how I got here and will be equally influential in where I'm going. I'm excited to partner with GEICO to tell my story, highlighting the people behind the scenes and finding ways to inspire the next generation. As I enter into this next chapter, I'm excited to join the GEICO team and build something that lasts both on and off the court.”

— Azzi Fudd

What’s next

Fudd's NIL deal with Geico is expected to continue beyond her college career as she prepares to enter the WNBA draft.

The takeaway

Azzi Fudd's groundbreaking NIL partnership with Geico is a significant milestone for female athletes, showcasing the growing commercial opportunities and value of top women's basketball players. This deal highlights Fudd's rising star power and the increasing recognition of women's sports.