State Farm + The NBA

Turning a Sports Sponsorship into a Cultural Phenomenon

Every year, brands spend billions on sports sponsorships— money that typically provides little more than arena signage that you look past and ad placements that you’d prefer to skip. When we looked at State Farm’s sponsorship of the NBA, we saw an opportunity to make a clear connection between the sport and the value of the brand— and bring that connection to life in a way that became a cultural phenomenon. The resulting multi-year effort not only drove dramatic business results; it demonstrated a new way to approach sports sponsorships of any kind.