By Barry Janoff
January 4, 2016: Helping to usher in the New Year, State Farm said it has signed a new multi-year marketing alliance with the NBA, which began in 2010.
State Farm said it would continue to work with the NBA and the WNBA on various programs, including State Farm All-Star Saturday Night and the NBA Draft and WNBA Draft presented by State Farm and as presenting partner for the WNBA Community Assist Award.
Key additions to the new deal include State Farm becoming an official supporter of the NBA D-League and USA Basketball, where it will work on such efforts as the USA Basketball Exhibition Tour.
State Farm also has been integrated into the NBA’s 25,000-square-foot flagship store in New York, which opened last month, via the State Farm NBA Store Assist Center, a branded concierge service for customers.
In addition to its activities at the league level, State Farm also has stanchion signage with 25 NBA teams.
Financial terms of the renewal were not disclosed.
According to the insurance firm, "State Farm has defined its relationship with the NBA through the metaphor of 'the assist,,' a term that aligns with the company’s mission of providing help to their millions of customers across the country."
The new pact comes on the heels of State Farm unveiling an ad campaign, "The Hoopers," which features NBA stars including Chris Paul, DeAndre Jordan, Kevin Garnett, Damian Lillard and Kevin Love.
The effort, which broke on Christmas Day and will include five TV spots and multi-platform support, replaced the three-year effort, "Born to Assist." The TV spots, including the introductory "Meet The Hoopers," see the family getting into various situations in which they get an assist from their neighbor, a State Farm agent.
“At State Farm, creating meaningful relationships with customers and providing them with real help when they need it isn’t just a job, it’s in our DNA,” Patty Morris, marketing director, brand content for State Farm, said in a statement regarding the new campaign. “The ‘Hoopers’ gives us a chance to demonstrate that in an entertaining way through the context of basketball. Even an all-star family can use an assist every now and then.”
State Farm spots are in regular rotation among the NBA’s media partners, including ESPN/ABC and Turner Sports.
State Farm All-Star Saturday Night will be part of the NBA's 2016 All-Star weekend in Toronto this February.
The State Farm Assist Tracker, located on the NBA's Web site, monitors the total number of assists generated during the season.
Throughout the regular season, the Boys & Girls Club of America will receive $5 per assist. During the NBA All-Star Game 2016, the organization will receive $1,800 per assist (in honor of the 18,000 agents State Farm has across the country). Assists will be tallied based on the NBA’s official Player Tracking system, with State Farm and NBA providing matching funds for all donations.
State Farm Wants You To Meet, Greet, Tweet The Hoopers
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