The University student known for his “Rocky run” at Georgia men’s basketball games didn’t make his trademark climb up the Stegeman Coliseum steps against Vanderbilt last Wednesday — and a giant gecko may be the reason why.

Tom Fell (above) dresses as the movie character Rocky at home basketball games but was ‘sold out’ Saturday. Photo by Sarah Caldwell

Tom Fell, a senior broadcast news major from Charleston, S.C., was unable to make his signature run reminiscent of the classic “Rocky” films when the University Athletic Association’s marketing and promotions department sold his usual timeout spot to auto insurance company Geico.

“I understand that people want to sponsor things, but I just felt it was kind of a cheap shot,” Fell said. “Like, ‘Hey, we appreciate it, but Geico is a little more important. We don’t really care about the team or just having a good overall atmosphere.’” For the past four seasons, Fell has worn a pair of shorts, a headband and boxing gloves to the Bulldogs’ home games, running to the top of the coliseum during the second half as a way to energize the crowd. But Fell was given a change of plans before last

Wednesday’s game, saying that promotions and marketing informed him before the game that he had been “sold out.”

“I could’ve sworn I didn’t hear him correctly, so I said ‘Oh, the game’s a sellout’ kind of excited, like they were going to do something special with the run,” Fell said. “And he said, ‘Oh, no, not all. You’ve been sold out.’ He said, ‘We sold you out to Geico.’”

Fell was asked to run through the student section, rather than his usual route at the opposite end of the court, handing out Geico gift cards on the way up, then boxing the Geico mascot — a giant gecko — during the timeout.

Fell rejected the promotion offer, and did not get to perform his usual run despite being told they would run it at a later time in the game.

“I asked what timeout they were moving it to, and they said ‘We don’t know,’” Fell said. “But then the game ends, and I could see clearly where these people’s allegiances lie — with Geico, some massive non-local corporate car insurance company who is one of the most advertised companies out there.”

Emily Deitz, director of promotions for the Athletic Association, said that Fell wasn’t guaranteed another chance to run.

“I didn’t tell him he would get one, I said we would try to work it back in if there was time,” Deitz said. “It’s not something we did with him every game, being ‘Rocky.’ It’s an opportunity where if the game presents it, we run it. If not, we don’t do it.”

Deitz said the “Rocky run” only occurs when Georgia is playing a closely-matched contest, not when the Bulldogs are up by “15 or 20” points.

Tom Fell, a senior at the University, performs his ‘Rocky run,’ which has become a signature of home basketball games the last four years. Photo by Frances Micklow

“I was still pretty confident — especially as the game got closer and closer — that they would play it, or at least play something to get fans excited,” Fell said. “But that was a close game up until the very end.”

The partnership with Geico was a one-game deal, and Fell will be allowed to perform the “Rocky run” in future games if the situation calls for it, according to athletic director Greg McGarity.

“It’s all straightened up now,” McGarity said. “There was some discussion on it, and I think there are some things that we think as a staff are sacred, and [Rocky] I think draws a lot of interest and excitement. It’s something we need to pretty much count for every game.”

Fell said he will continue the routine as long as marketing allows.