State Farm Invests in Women’s Sports: A New Deal with JuJu Watkins
In a significant move to enhance its presence in women’s sports, State Farm has officially signed Southern California standout JuJu Watkins to a name, image, and likeness (NIL) deal.
Expanding Commitment to Women’s Sports
On Monday, State Farm announced its commitment to women’s athletics through two pivotal partnerships. Alongside the new agreement with Watkins, the company will also serve as the title sponsor for Unrivaled, a fresh 3×3 women’s basketball league set to launch in January.
Kristyn Cook, State Farm’s Chief Marketing Officer, emphasized the importance of reflecting the diverse customer base the company serves: “We want to make sure we represent the diversity of customers that we serve.”
Watkins: A Rising Star
JuJu Watkins, a former five-star recruit, concluded her freshman season at USC with an impressive average of 27.1 points per game and played a crucial role in helping her team achieve a 4-0 record in the current season.
Excited about her partnership, Watkins expressed, “It’s an honor to partner with State Farm. Not only are they one of the biggest brands in sports, they’ve also been investing in basketball and in the women’s game for decades.”
Visibility and Engagement Through Unrivaled
The deal with Unrivaled allows State Farm to maintain a robust presence throughout the inaugural season and the postseason of the league, showcasing its commitment to advancing women’s sports.
A Legacy of Support for Women’s Sports
State Farm’s investments in women’s sports are extensive, encompassing partnerships with the National Women’s Soccer League, Women’s National Basketball Association, National Collegiate Athletics Association basketball, and women’s Olympic basketball and volleyball. This year marks the expansion of their initiatives following last year’s inaugural NIL deal with basketball sensation Caitlin Clark.
Historically, State Farm has championed women’s sports; they featured a commercial with WNBA legend Sue Bird back in 2015, signaling their long-term dedication to the cause.
Positive Impact and Profitability
According to analytics firm EDO, ads featuring Caitlin Clark were 46% more effective in driving consumer engagement compared to typical State Farm commercials, with a notable 28% increase in effectiveness during her Iowa Hawkeyes games. The company continues to release fresh concepts, such as a recently debuted ad starring Clark titled “Rookie Move.”
Cook highlighted the significant return on investment from their ongoing support of women’s sports, noting the digitally engaged and loyal fan base. As more women assume roles as small business owners and decision-makers, State Farm’s strategy to integrate into women’s athletics is not just meaningful, but also strategically sound. “I think every brand should be asking, ‘How should women’s sports be part of the business strategy?’” Cook added.
