Caitlin Clark Headlines State Farm’s Pivot to Purpose-Driven Sports Marketing

Snapshot
State Farm has kicked off a new brand platform called “With the Assist,” debuting it with a playful ad starring WNBA phenom Caitlin Clark. The campaign ties State Farm’s long-standing “good neighbor” identity to the concept of the assist—both in sports and everyday life. In the first ad, Clark gets a boost from Jake from State Farm, who marks household items with the brand’s iconic logo to make chores feel as effortless as her famous three-point shots.

The timing, says CMO Kristyn Cook, was designed to capitalize on Clark’s rising stardom entering her second WNBA season. “With the Assist” will unify State Farm’s marketing across its growing roster of women’s basketball sponsorships, including the WNBA, Overtime’s leagues, and Unrivaled. The move also reflects shifting fan dynamics, with Cook noting increasing loyalty from customers who value the brand’s commitment to women’s sports.

Though the company’s previous platform, “Right Kind of Magic,” may still run, the focus and media spend are now centered on solidifying “With the Assist.” For State Farm, this isn’t just about brand storytelling—it’s about smart business, tapping into fast-growing fan communities with high emotional engagement.

Full story: Marketing Brew