State Farm has reaffirmed its commitment to women’s sports by renewing its title sponsorship for the “State Farm WNBA Friday Night Spotlight” on ION and expanding its support to include the National Women’s Soccer League (NWSL) Saturday Night Soccer. This move underscores State Farm’s dedication to increasing visibility and awareness for women’s sports through significant broadcast partnerships.
This renewal follows a successful 2023 season, marking the first year Scripps Sports televised weekly regular-season WNBA games on Friday nights. These broadcasts, reaching every U.S. TV household via ION, a national entertainment network accessible over the air and on all major pay and connected TV services, significantly boosted the WNBA’s viewership.
Kristyn Cook, Chief Agency, Sales & Marketing Officer at State Farm, emphasized the company’s role as a champion for women’s sports. “State Farm is committed to bringing more awareness and visibility to women’s sports, a mission that aligns with the power of sports to capture attention, ignite passion, and connect communities,” said Cook.
The 2023 WNBA season on ION, featuring weekly doubleheaders, reached an impressive 12.3 million viewers over 15 weeks, increasing the league’s audience by 24% compared to other networks. This partnership also succeeded in attracting over 6.4 million female viewers, according to Nielsen data.
In addition to its WNBA sponsorship, State Farm has also ventured into soccer by investing in the NWSL Saturday Night Soccer on ION, taking a leading role with primary brand positioning and in-game sponsorship that began on March 16.
State Farm’s partnership with the WNBA dates back to 2013 as the presenting sponsor of the WNBA Draft, highlights its enduring support for women’s sports. This year, the company extends its tradition by supporting University of Iowa women’s basketball star Caitlin Clark, the first collegiate and female athlete to join Team State Farm, as she declares for the WNBA Draft on April 15 in Brooklyn.
Tony Lamerato, vice president of revenue and sponsorships for Scripps Sports, praised State Farm’s sponsorship as a testament to the brand’s belief in equal recognition and opportunities for female athletes. “State Farm is a fantastic sponsor that actively demonstrates its commitment to elevating women’s sports,” Lamerato remarked.
Through these sponsorships, State Farm and Scripps Sports are making history by offering regularly scheduled weekly programming for both the WNBA and NWSL, along with weekly studio shows for the leagues, marking a new era in broadcast sports and supporting the growth and recognition of women’s athletics.