No quit in Lakewood Ranch's Dick Vitale

America has two words for Dick Vitale's newest venture: Awesome, baby!

Lakewood Ranch's Vitale, the Naismith Memorial Basketball Hall of Famer, is seeing crossover fame like never before thanks to his appearance in a national commercial for Geico.

In the 30-second spot, the Lakewood Ranch resident is auditioning to be a company spokesman, dishing out his classic catchphrases and even pouring a jug of sports drink over his head. He then asks the Geico reps if his actions were "too much" while standing soaking wet, making audiences across the country laugh. 

Vitale said he is starting to be recognized often for the commercial, noting that one particularly precocious child pointed at him and called him "the Geico man," which made him laugh. Vitale said the spot is making his brand more visible to non-sports fans, and that the advertisement was a blast to film. It only took three takes — and a bit of studio magic.

"I could barely lift that [jug] two inches off the ground, it was so heavy," Vitale said. "They were able to create a pulley system to lift it. When I said the magic word, it got raised a bit. Then it was like lifting a piece of paper." 

Vitale's brand is increasing at a time when most sports broadcasters begin to slow down, if they haven't stopped entirely. Vitale said he has no plans to join the ranks of the retired. On April 1, ESPN announced Vitale had signed an extension with the network through the 2023-2024 season, which will be Vitale's 45th year at ESPN. 

"I've always said, I will never embarrass myself, my family or my network," Vitale said. "If I didn't feel in my soul and my spirit that I can still do the things I've done in the past, I wouldn't do it. I don't need the money. But I love doing it, and I feel as good in my knowledge of the players and in my rapport with coaches as ever."

Vitale's 2020-2021 season was a unique challenge in his career. ESPN elected to have Vitale and other broadcasters call games from their homes out of coronavirus precautions. Thanks to the expertise of ESPN's technical staff, Vitale said, using broadcast equipment at home was a breeze. What was more difficult were the things unable to be replicated digitally, like perfecting your timing. 

When you're not next to your broadcast partner, Vitale said, you're not concentrating on the game as much as you usually are. Instead, you're listening to your partner's delivery, feeling out when you're supposed to jump into the conversation. 

Vitale said he hopes to be back calling games in-person next season, and as more events are held indoors this spring and summer, it appears likely he will. Vitale himself is holding his annual Dick Vitale Gala on May 7 at the Ritz-Carlton, Sarasota. The annual event, which raises money for The V Foundation for Cancer Research, will be held in person this year after an all-digital broadcast in 2020, though the event will be limited to 500 attendees, with tables spread further apart. There will also be a livestream of the event for those unable to attend.

Vitale said he is excited to be back in the same room with people for the gala, as it heightens the emotions of the evening. Vitale said his goal this year is to raise $5 million for the V Foundation. People can donate online at dickvitalegala.com, or they can purchase autographed merchandise from him in person. He's not hard to spot: Most weekdays around noon, Vitale said, he will be at Lakewood Ranch's First Watch location with a stack of books and T-shirts. 

This year's honorees include University of Florida Football Coach Dan Mullen, Auburn University Men’s Basketball Coach Bruce Pearl, University of Notre Dame former Women’s Basketball Coach Muffet McGraw and ESPN studio host Scott Van Pelt. The event will also award ESPN NFL analyst Chris Mortensen with the V Foundation John Saunders Courage Award.