State Farm signs JuJu Watkins, increases investment in women’s sports [Video]

State Farm is furthering its investment in women’s sports with two new deals.

The insurance giant announced on Monday that it had signed college basketball star JuJu Watkins to an NIL, or “name, image and likeness,” deal. Last week, the company also announced it would be the title sponsor of Unrivaled, the new 3×3 women’s basketball league.

“We want to make sure we represent the diversity of customers that we serve,” said Kristyn Cook, State Farm’s chief marketing officer.

State Farm will kick off the NIL partnership with Watkins starring as a “new neighbor” in a co-branded ad spot with mascot/spokesman Jake from State Farm.

Watkins, a former five-star recruit, finished her freshman season at the University of Southern California, averaging 27.1 points per game. Now in her second season for USC, she has helped lead her team to a 4-0 start.

“It’s an honor to partner with State Farm. …