Southern California guard JuJu Watkins (12) is guarded by UConn guard Paige Bueckers (5) in the second half of an NCAA college basketball game, Saturday, Dec. 21, 2024, in Hartford, Conn. Photo: Jessica Hill/AP
With the college basketball season underway, State Farm is investing in the women’s game and University of Southern California sophomore Judea "JuJu" Watkins.
The NIL deal marks the second financial agreement between a college athlete and the brand. In October 2023, State Farm signed University of Iowa star Caitlin Clark. Clark is now a member of the Indiana Fever in the WNBA.
In addition to the NIL deal with Watkins, State Farm is also the presenting sponsor of JuJu’s NBC Peacock docuseries, “On the Rise: JuJu Watkins.”
“Signing JuJu Watkins as our second-ever NIL deal adds another athlete to our roster who’s truly at the top of her game,” said Kristyn Cook, chief agency, sales and marketing officer at State Farm.
“JuJu was electric in her first season at USC and set the bar high for what she can accomplish over the next few seasons,” she added. “State Farm has been investing in women’s sports for more than two decades because it’s smart business, and JuJu is a prime example of the passion and drive that makes the women’s game such a force. We look forward to what we can, and will, accomplish together in the women’s sports landscape.”
At the same time, State Farm is now the official sponsor of a new women’s professional three-on-three basketball league called the Unrivaled Basketball League. The inaugural season tips off on Friday, Jan. 17.
“The popularity of women’s basketball continues to explode,” said Cook. “Sponsoring Unrivaled is another opportunity for State Farm to deepen our long-standing investments in women’s sports. We want to be part of bringing awareness and excitement to this new league, and in doing so help grow the game for athletes and fans alike.”
Click here to watch State Farm's commercial featuring JuJu Watkins.
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