From CNBC: 2024-11-25 15:19:46

State Farm signs USC star JuJu Watkins to an NIL deal, expanding its investments in women’s sports. The insurance giant also partners with Unrivaled, a new 3×3 women’s basketball league. Watkins, averaging 27.1 points per game, will star in a co-branded ad alongside Jake from State Farm. State Farm’s focus on women’s sports includes partnerships with NWSL, WNBA, NCAA basketball, and more. Last year, they signed an NIL deal with basketball standout Caitlin Clark.

State Farm’s support for women’s sports goes back years, with a 2015 ad featuring WNBA star Sue Bird. Investments in women’s sports are proving profitable, with TV spots featuring Caitlin Clark driving 46% more consumer engagement than average. A new ad with Clark, titled “Rookie Move,” was recently released. State Farm views women’s sports as a smart business strategy, given the digital-savvy and loyal fan base.

State Farm’s marketing data shows that investments in women’s sports are not only profitable but also strategic. The company has found that TV spots featuring athletes like Caitlin Clark are highly effective in driving consumer engagement. By aligning with women’s sports, State Farm aims to reach a digitally savvy and loyal fan base while also making smart business decisions.



Read more at CNBC: State Farm signs JuJu Watkins, increases investment in women’s sports