New York, March 18, 2026, 10:18 EDT
GEICO is ramping up its March Madness campaign, rolling out a Paramount+ docuseries spotlighting Michigan freshman Trey McKenney. Almost in lockstep, a New York federal judge allowed most of GEICO’s $2.7 million no-fault billing racketeering and fraud case to proceed. The court decision and GEICO’s marketing blitz both arrived just as the NCAA tournament tipped off.
Why does the overlap matter? For one, GEICO—owned by Berkshire Hathaway—is aiming to ramp up its NCAA exposure just as it throws its legal weight behind a push in federal court over New York’s no-fault auto rules. The system covers medical and economic losses, fault aside. Insurers have increasingly steered these fraud disputes to federal courts, contending that sprawling allegations can’t be litigated piecemeal through a patchwork of state-level suits and arbitrations.
GEICO kicked off its three-part “Miles That Matter” series on Monday, streaming now on Paramount+ and set for broadcast on CBS Sports Network. The show, a collaboration with Religion of Sports and director Lauren Fisher, spotlights McKenney, UConn standout Azzi Fudd, and WNBA’s Napheesa Collier. Fan engagement will run during both the men’s and women’s Final Four, according to Chief Marketing Officer Arianna Orpello, who said the project aims to highlight the “real journeys and relationships” that fuel achievement. Business Wire
In a 26-minute episode, McKenney heads back to Flint, Michigan. The release isn’t accidental—Michigan stands as one of the four No. 1 seeds with Duke, Arizona and Florida, and will face Howard in Buffalo on Thursday. Howard advanced after knocking out UMBC in the First Four.
Michigan’s Yaxel Lendeborg—this year’s Big Ten Player of the Year—has his own NIL campaign, separate from the others. The NIL deals let college athletes cash in on their personal brands. On Tuesday, CAVA rolled out limited-edition digital bowls linked to Lendeborg and Fudd, available March 16 to April 7. The campaign lands right in the thick of tournament season, with Chief Experience Officer Andy Rebhun calling it a play for “creating cultural relevance.” cava.com
Law360 flagged a court ruling where the judge said GEICO had made a sufficient case that J Flexible Corp., LJR NY Inc., and owner Yevgeniya Ivanova were involved in common-law fraud and a RICO conspiracy, though some overlapping claims got the axe. The federal docket confirms GEICO’s suit landed in the Eastern District of New York in December. At issue: over $2.7 million in durable medical equipment charges tied to New York’s no-fault insurance system, according to GEICO.
GEICO isn’t the only player relying on this approach. State Farm scored an important win at the Second Circuit in the Tri-Borough matter. Back in February, GEICO got appellate support to freeze over 600 collection lawsuits in yet another New York no-fault fraud dispute—this one involving provider Bhargav Patel. Judges warned that breaking up the cases might let an alleged broader scheme slip through the cracks.
The legal landscape isn’t entirely tilted toward insurers. On March 10, the Second Circuit tossed out a GEICO victory in a separate reimbursement case. New York’s highest court had clarified that insurers can’t deny no-fault claims for professional misconduct unless the provider actually handed control to an unlicensed party. That ruling doesn’t resolve the J Flexible dispute, but it does underscore just how granular—and case-specific—these battles get.
At this point, GEICO is pressing ahead on two fronts—leaning into sports marketing with McKenney, Fudd, and tournament audiences, while also duking it out in court over contested New York no-fault claims. The McKenney spot has launched; Michigan faces Howard in the opening round up next.
