State Farm boosts investment in women's sports by signing JuJu Watkins.

• State Farm is growing its investment in women's sports.
• The company stated that its advertisements featuring women's sports are generating fresh engagement.
• JuJu Watkins, a USC basketball player, has partnered with Unrivaled, the new women's basketball league.

State Farm is increasing its financial commitment to women's sports through two new partnerships.

On Monday, the insurance giant announced that it had signed college basketball star JuJu Watkins to an NIL deal. Additionally, the company announced last week that it would be the title sponsor of Unrivaled, the new 3x3 women's basketball league.

Kristyn Cook, State Farm's chief marketing officer, stated that it is important to accurately portray the variety of customers they cater to.

State Farm will launch a NIL partnership with Watkins, featuring him as a "new neighbor" in a co-branded ad spot alongside Jake from State Farm.

As a former five-star recruit, Watkins completed her freshman year at the University of Southern California, scoring an average of 27.1 points per game. Currently in her second season with USC, she has contributed to the team's 4-0 start.

Watkins stated that partnering with State Farm is an honor, as they are one of the largest brands in sports and have been investing in basketball and the women's game for many years.

State Farm's partnership with Unrivaled, starting in January, will provide the insurance company with a prominent presence across Unrivaled's properties during its season and postseason.

State Farm has expanded its investments in women's sports to include the National Women's Soccer League, Women's National Basketball Association, National Collegiate Athletics Association basketball regular season, women's Olympic basketball, and volleyball.

In the previous year, the organization inked its initial NIL agreement with basketball sensation Caitlin Clark.

For decades, State Farm has been a supporter of women's sports, showcasing their commitment with an ad in 2015 featuring former WNBA star Sue Bird.

Cook stated, "We're proud of our decade-long investment in women's sports and have witnessed the business value firsthand."

The needle is being moved by State Farm's investment in women's sports.

According to EDO, TV spots featuring Clark were 46% more effective in driving consumer engagement than the average State Farm ad. Additionally, the spots aired during Iowa Hawkeyes games resulted in a 28% boost in effectiveness. On Thursday, State Farm released a new ad featuring Clark, titled Rookie Move.

The company's marketing data indicates that investments in women's sports are not only profitable but also attract a digitally savvy and loyal fan base.

Women are increasingly becoming small business owners and making financial decisions, so State Farm's strategy to be involved in women's sports is both important and smart business sense.

Cook stated that every brand should consider incorporating women's sports into their business strategy.