For the most part, endorsements in basketball are nothing new. Kareem Abdul-Jabbar and Walt Frazier inked deals with Adidas and Puma, respectively. After the NBA-ABA merger, Julius Erving signed a deal with Converse in 1975.
If you look at female hoopers who have earned themselves endorsement deals, this includes former WNBA MVP Sheryl Swoopes. The six-time All-Star inked a deal with Nike in 1995, which resulted in the creation of the Nike Air Swoopes. This made Swoopes the first woman to ever receive a signature basketball shoe.
Nowadays, the women’s game has grown greatly, which has led to notable WNBA players such as Breanna Stewart, Sabrina Ionescu, and A’ja Wilson all having signature shoes.
GEICO Partners With UConn Women’s Basketball Standout
GEICO Signs Azzi Fudd
The American vehicle insurance company, GEICO, recently signed 2025 NCAA Final Four Most Outstanding Player and UConn standout, Azzi Fudd. The multi-year partnership will support Fudd’s journey to the 2026 NCAA March Madness tournament and her professional career.
Being GEICO’s first endorsement deal with a female athlete, the partnership will kick off with Fudd appearing in GEICO’s upcoming docuseries, “Miles That Matter,” premiering March 16th on Paramount+. The series will showcase the journeys behind some of basketball’s biggest stars, shining the spotlight on the miles and communities that got them there.
The Partnership’s Initiatives
Fudd’s endorsement deal with GEICO also entails her appearing in GEICO’s upcoming campaign for NCAA March Madness, which the company sponsors.
The partnership also involves community-building initiatives, which Fudd will participate in alongside her parents. With both of them being former basketball coaches, Fudd and her parents aim to strengthen the youth basketball systems in her community.
Among others, Fudd’s community-building initiatives include literacy programs for young athletes and pathways for coaches to advance their careers.
In a press release, Fudd mentioned how the surrounding community helped her in each step of her basketball journey.
“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.”
Fudd’s career has not been without its setbacks. Coming into UConn as the No. 1-ranked high school recruit, she overcame a torn meniscus and ACL in her junior year.
Despite this, the fifth-year guard is averaging a career high in points (18.1), assists (3.0), steals (2.5), and field goal percentage (48.9).
In that same press release, Fudd had this to say about her partnership with GEICO:
“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.”
Fudd’s UConn Huskies are currently the top team in the country. The team will go into the postseason concluding the 11th undefeated regular season in the team’s illustrious history.
© David Butler II-Imagn Images
