Sports Sponsorships

If you watched television sports in 2007, you saw State Farm.

We became the official insurance sponsor of America’s greatest pastime in June after securing a three-year sponsorship agreement with Major League Baseball (MLB) and MLB.com.  A heavy presence at the MLB All-Star Game and the World Series was accompanied by signage behind home plate during weekend and Monday games.

State Farm built on our existing three-year agreement with the National Football League (NFL) by sponsoring the Super Bowl, Super Bowl pre-game coverage, and the Pro Bowl.

Amy Drinkwine, marketing analyst in Greeley, Colo. has seen great success with State Farm’s zone-specific sponsorship with the Denver Broncos. “People connect with sports. They are passionate and get involved,” said Amy. “If they see a company that is involved with something they’re passionate about, they can relate more (to that company).”

In an effort to reach out to younger adults, State Farm is an official corporate sponsor of the National Collegiate Athletic Association (NCAA). In 2007, we introduced a new ad series to coincide with the NCAA March Madness events. We have also continued marketing through our Now What? program, acting as an indirect bridge to introduce young adults to our brand.

“At an NCAA event, I had a college student come up and tell me – ‘I have State Farm insurance," said Amy. "Our promotions are geared towards young adults and they’re excited that we’re out there in places that resonate with them.”

Now What? ads and events occurred across the country in 2007, specifically using music to reach the target audience.