ASK AT A GLANCE:
Give GEICO a meaningful role in baseball culture through its MLB partnership.

Result: Increased awareness & consideration among baseball fans, earning GEICO recognition from Ad Age as the 2025 World Series Brand Winner.

CREATIVE BRIEF:
Business challenge.
GEICO had been an official MLB sponsor for several years, but the partnership wasn’t translating into a meaningful advantage with baseball fans. Despite investing in league media, GEICO saw comparable brand attribution to competitors without an MLB partnership or comparable investment.
We had the rights. But we hadn’t yet earned a role.

Marketing challenge.
Insurance has no natural place in the action on the field. Unlike brands that can directly enhance the game or fan experience, GEICO’s relationship with baseball was primarily driven by media presence rather than a meaningful role within the culture of the sport.
The opportunity wasn’t to put GEICO in more baseball. It was to make GEICO matter more to the baseball fan experieence.

Consumer Truth.
Baseball is supposed to be fun. But fans are experiencing less of it.
There’s no shortage of disruptions that get in the way of enjoying the game, from rain delays & blackouts to blocked views, stolen home run balls, dropped hot dogs & everything in between. & just like the unexpected disruptions we encounter in everyday life, these moments can take some of the fun out of baseball.

Creative Ask.
Give GEICO a reason to exist within baseball by providing relief from the everyday disruptions that get in the way of enjoying the game.

STRAGETY:
Insight. GEICO can’t make your team win. But we can make the game more fun.

Strategy. As the official sponsor of Major League Baseball, GEICO would bring its insurance promise to life by giving fans something they could actually experience: relief. Rather than simply showing up around baseball, GEICO would show up for baseball fans, stepping in whenever disruptions threatened to take them out of the game.

CREATIVE CONCEPT:
Introducing The Relievers: a team of quirky, baseball-obsessed characters dedicated to bringing more relief to fans whenever disruptions threaten to take them out of the game. From the stadium to the living room to communities across the country, The Relievers find unexpected ways to get fans back to what they came for: more baseball. More fun. Less disruption.

AWARDS:
Ad Age 2025 World Series Winner.