“There’s not a better place where you see more passion than sports,” Brimmer said. “The engagement is incredible.”

While State Farm evp and chief agency, sales and marketing officer Kristyn Cook noted the company’s multiple sports sponsorship, she singled out its partnership with NCAA multiple record holder and Indiana Fever rookie Caitlin Clark—who signed the brand’s first name, image and likeness rights deal.

“When you think about who she represents and what she represents, it’s passion on the court, it’s this commitment to excellence, but it’s this community as well,” Cook said. “It was more than just putting air in a commercial and saying, ‘Hey, look how great we are.’ At the end of the day. It’s building a meaningful relationship.”

Get ready for more Olympics

There are just 78 days until the 2024 Paris Olympic Games. That means that Jenny Storms, NBCUniversal’s entertainment and sports CMO, and Jessica Park, svp and chief of brand and fan engagement for the U.S. Olympic & Paralympic Committee, are in the “final sprint” to prepare for the event, which will produce over 5,000 hours of content for NBCUniversal and Peacock. 

ADWEEK TV editor Bill Bradley spoke with Park and Storms about how to reach viewers on linear, streaming and social, and brand building for the Team USA athletes that will inevitably skyrocket to stardom between July 26 and August 11. 

“Younger audiences are telling us they want to see more Olympics every day—they don’t want to wait four years—and the No. 1 driver of intent is the athletes themselves,” Storms said. “How are we building flame-to-flame content making sure we are not just spreading content across platforms every four years you are seeing it all the time?