USC women's basketball star, JuJu Watkins, has made headlines by signing a significant name, image, and likeness (NIL) deal with State Farm, marking yet another milestone for women’s sports sponsorships. This partnership reflects State Farm's commitment to investing heavily not just in basketball but particularly within women's sports, where the interest continues to grow.
The announcement was made on November 25, highlighting State Farm's excitement about collaborating with Watkins. "A basketball star AND a good neighbor? Welcome to the neighborhood @Jujubballin," the company quipped on their social media channels. This milestone makes Watkins the second collegiate athlete to join the roster of State Farm, following the successful partnership with Caitlin Clark, the Iowa sensation who has already made waves on and off the court.
Watkins, who is just 19 and hails from Los Angeles, enjoyed remarkable success during her freshman year at USC, averaging 27.1 points per game. This season, she has continued to showcase her skills, currently boasting averages of 22.0 points, 6.2 rebounds, and 4.8 assists. Her impressive performance earned her the status of unanimous first-team All-American last year, making her one of the most visible athletes on the women's basketball scene.
State Farm is also making moves beyond the partnership with Watkins. They have recently been announced as the official title sponsor of the Unrivaled Basketball League, a new women's professional three-on-three league set to launch on January 17. This league aims to keep the competitive spirit alive during the WNBA offseason and showcases the increasing dedication to women's sports.
The deal with Watkins includes her participation in various promotional activities for State Farm, including commercials featuring the perennial favorite, "Jake from State Farm." This collaboration also extends to her NBC documentary series, "On the Rise: JuJu Watkins," which explores her life both on the court and off, spotlighting her path from high school star to collegiate elite. Kristyn Cook, the Chief Marketing Officer of State Farm, emphasized the significance of this engagement, stating, "JuJu is truly at the top of her game. She sets a high bar for what she can accomplish over the next few seasons, and we’re excited about the partnership."
Watkins expressed her enthusiasm about joining forces with State Farm, stating, "It’s an honor to partner with State Farm. Not only are they one of the biggest brands in sports, but they've also been investing in basketball and women’s game for decades." This sentiment highlights her awareness of the growing visibility and recognition of female athletes, something she and her contemporaries are eager to capitalize on.
State Farm's initiatives aren’t just limited to NIL deals. The company has also taken steps to resonate with fans and show its commitment to women's sports by featuring athletes like Caitlin Clark, who helped drive engagement rates and sparked increased interest through commercials aired during her college basketball games.
Watkins isn’t alone; the insurance giant's athlete roster includes notable figures such as NFL stars Patrick Mahomes and Travis Kelce as well as 12-time NBA All-Star Chris Paul. This diverse group of athletes reflects State Farm’s strategy to leverage high-profile influencers to broaden their appeal among various audiences.
Meanwhile, the upcoming basketball season promises to be thrilling for the Women of Troy, as USC aims for another strong campaign with Watkins leading the charge. Following their challenging matchup against Notre Dame, where both Watkins and her counterpart scored 24 points, the Trojans are determined to bounce back and showcase their talent against teams like Seton Hall on November 27.
Watkins, who was instrumental last season, leading her team to the Elite Eight, understands the responsibilities on her shoulders as not only an athlete but also as a role model to younger players. "There definitely are responsibilities. One of the main ones is carrying ourselves in the best way, being role models, and performing to the best of our abilities," she remarked.
With rising stars like Watkins redefining the future of women's basketball, it’s evident we are at the forefront of major changes within the sport, backed by influential companies like State Farm. The positive energy surrounding women’s sports continues to build momentum, and the collaborations we're seeing today are expected to play pivotal roles as the game grows and reaches new heights.
Moving forward, fans and followers can anticipate increased visibility for Watkins and others like her as they engage with new media and sponsorship opportunities. With the NCAA women’s bracket quickly approaching and the already electrifying atmosphere of women’s sports, gamers, fans, and companies are profiting from the growing interest and excitement.
State Farm's deal with JuJu Watkins is more than just business; it's the beginning of what could be many fruitful partnerships as they continue celebrating the game and its diverse talent. The collaboration sets the stage not only for Watkins but also for the legacy of women’s basketball, showcasing the commitment from brands and athletes to cultivate and promote female sports on all platforms.