Historic Journey: Heading To The WNBA, State Farm All-In With Caitlin Clark
Friday, March 22, 2024 at 12:59PM By Barry Janoff
Photo: State FarmUPDATED April 11, 2024: As a long-standing partner of the WNBA and the presenting sponsor of the Draft, State Farm said it would use the WNBA Draft April 15 (ESPN) in Brooklyn’s Academy of Music to “celebrate the greatness of Caitlin Clark and give basketball fans more ways to see and experience this major moment in women’s sports.”
State Farm is highlighting Caitlin’s accomplishments across a 3D installation spanning two screens in Manhattan (at the corner of 46th and 7th, aka Duffy Square).
Jake from State Farm will attend the Draft and be one of the first to congratulate Caitlin.
For people without access to the Draft on TV or streaming services or those who prefer to follow along on social media, State Farm is partnering with ESPN to sponsor a rolling IG Story as First Round picks are named. Clark is the projected overall No. 1 pick by the Indiana Fever.
March 22, 2024: State Farm’s slogan, “Like a good neighbor, State Farm is there,” likely makes them the best neighbor Caitlin Clark has ever had.
With Clark seeking to end her college career at Iowa on a high note before she proceeds to a pro career in the WNBA, her roster of marketing partners and sponsors are also seeking to celebrate what has been an historic journey.
“Covering Greatness” is the latest example of what State Farm said was its “continued celebration and support of Caitlin Clark and women’s sports.”
The narrator, Lisa Leslie, former Naismith College Player of the Year and Hall of Famer, asks, “What does it take to achieve greatness, to rewrite history and go places no athlete has ever gone?”
The answer: "Passion, heart and a community that’s there for you every step of the way. That community includes State Farm, who is proud to witness and cover greatness.”
Set to “Unstoppable” by Sia, the spot features a montage of footage of Caitlin on- and off-the-court during games, with teammates, family members and fans.
Lead agency is TMA (The Marketing Arm).
She has appeared in other State Farm spots including “Shoot" with Jimmy Butler and Reggie Miller (pictured below) and “Coffee Break.”
State Farm’s support for Clark — who in October 2023 signed the company’s first NIL deal — is 360-degrees.
When she broke the NCAA basketball scoring record for men or women (set by “Pistol” Pete Maravich at 3,677 points), Jake from State Farm was at the game to help celebrate. He was sporting a Clark puffer vest, custom made by celebrity designer Kristin Juszczyk.
Most recently, State Farm celebrated Caitlin’s accomplishments during Senior Day with a surprise visit from hoops legend Maya Moore and a custom-made jacket from Juszczyk.
State Farm will be the title sponsor of the upcoming ESPN docuseries, Full Court Press presented by State Farm (May 11-12) from Peyton Manning’s Omaha Productions, chronicling the seasons of Clark, Kamilla Cardoso (South Carolina) and Kiki Rice (UCLA).
Based on her college career at Iowa, her achievements have landed her NIL deals in excess of $3 million, according to industry analsyts.
They include Nike, Gatorade, State Farm, H&R Block. Topps, Buick, Bose, Hy-Vee, Goldman Sachs and Xfinity. She is represented by Excel Sports Management.
She already earns much more from NIL deals than she will from the Indiana Fever — about $76,000 based on the WNBA’s CBA deal — with the projected overall No. 1 pick in the WNBA Draft, which is presented by State Farm.
Nike celebrated her NCAA points record with an OOH campaign that included New York’s Times Square. They likely will have a signature shoe and clothing line after she turns pro.
This past week, Topps trading cards featuring such college basketball stars as Clark, Paige Bueckers, Angel Reese, Zach Edey, Hailey Van Lith and Cameron Brink using for the first time the official NCAA March Madness logo went on sale.
The eight-card packs include six base cards, one guaranteed autograph and one guaranteed parallel card. Clark and Edy have a dual autograph card. Price tag per pack is $139.99.
Over weekend, Xfinity broke a spot during March Madness, "Two Caitlin Clarks" (the one at Iowa and city planner Caitlin Clark from Scottsdale, AZ).
State Farm plans to support her in the pros — and there certainly is more room for other endorsements once she plays in the WNBA, as ESPN and other league media partners will feature the Fever on national telecasts.
“Her legacy is solidified,” Lisa Leslie told People magazine. “I mean, she's done so much for the game and she gives it her all.”
“Caitlin Clark. I mean, what can you say? I call her a game-changer. She's one of those players that come along every 20 years, maybe, that just does something that's never been seen. And she's doing that.”
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