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- Sports Court #86 | Like A Good Neighbor
Sports Court #86 | Like A Good Neighbor
The fastest 3 minutes in name, image and likeness
Tariq Ahmad
October 13, 2023
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Today’s Case
Iowa basketball star Caitlin Clark signs NIL deal with State Farm
Iowa basketball’s Caitlin Clark and Jake from State Farm (Photo Credit: si.com)
Iowa basketball star and 2023 national player of the year Caitlin Clark continues to bolster per NIL portfolio. This time, she is joining State Farm as the company’s first college athlete.
State Farm has a long-standing presence in sports culture and community-improving neighborhood efforts in partnerships with various leagues, teams and talent. The company has invested in and championed women's sports for over 20 years and has no plans of slowing down these partnerships.
As part of the agreement, Clark may appear in commercials, on social media and/or at events representing State Farm. Embodying the company’s “Like a good neighbor” ethos, Clark was recognized as the top collegiate athlete by the 2023 AAU James E. Sullivan award for her leadership, citizenship, character and sportsmanship on and off the playing field.
Clark: “State Farm is a team that looks out for others, which is exactly the kind of legacy I want to leave beyond the basketball court. I’m honored to be the first college athlete to join the Good Neighbor team - in khakis of course - and look forward to growing the women’s game together.”
The Verdict
Great first move into NIL by State Farm
Not only is this a partnership with a natural fit, but kudos to State Farm for bringing on a female college athlete for its initial NIL deal.
Also, as seen in the picture above, Clark is wearing her Iowa uniform, which means State Farm was granted licensing approval to use pictures of her in her Hawkeyes jersey. It makes a big difference for advertising, as the ad has a more natural feel to it.
Although not always feasible for various reasons, more brands (especially larger ones) should look to gain said approvals when working with athletes for NIL deals to have them in their school logo uniforms.
Create cross-sports partnerships to tap into different audiences
Similar to Angel Reese being featured in a Starry commercial earlier this year alongside NBA stars Zion Williamson and Karl-Anthony Towns, Clark may be featured in ads with other State Farm athletes such as Chris Paul and Patrick Mahomes.
This can allow for Clark to be showcased during NFL and NBA games and tap into each respective fan demographic to connect with her, as well as help grow viewership for women’s college basketball.
Student-athletes; reach out to local insurance companies
My friend and colleague Aisha Foy posted about college athletes connecting with insurance agencies in their college town for NIL deals.
While these deals may not take place on a national level, local insurance agents can benefit from promotion and advertising - and who better to feature than student-athletes? Agent receives brand exposure, athlete receives cash and a new relationship. Win-Win.
Student-athletes: Need a boost with your personal branding? I can help!
I assist with helping athletes build their brand to secure more NIL deals. Contact me on how we can work together: [email protected]
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