Sports Marketing: State Farm Takes Presenting Sponsorship of NFL Pro Bowl - Event Marketer

Sports Marketing: State Farm Takes Presenting Sponsorship of NFL Pro Bowl

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As part of a new three-year deal with the NFL State Farm will become presenting sponsor of the Pro Bowl. It’s the first time the league has sold presenting sponsorship of the season-ending all-star game.
 
Bobby Wilkinson State Farm’s manager-national sponsorship marketing told Buzz the company is looking at how its NFL deal can be used to connect consumers with State Farm agents—possibly with sweepstakes for tickets to regular-season games and the Pro Bowl. “There may be opportunities to have consumers walk into State Farm offices to talk about insurance products and register for a sweepstakes so it’s an opportunity to get walk-in traffic to our agents’ offices.”
 
The deal adds to a fast-growing sports portfolio for the insurer that also includes ties to two NASCAR Nextel Cup drivers the NCAA and USA Basketball among others. Beyond the benefit of the NFL’s media reach Wilkinson said the property “will be motivating to our agency force… and provides an opportunity to speak to consumers in unique ways that other insurers can’t.”
 

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