NBA league-level sponsor State Farm is slowly pulling away from its insurance rivals in terms of recognition among NBA fans, according to results from the 11th annual NBA Sponsor Loyalty survey, conducted for SBJ/SBD by Turnkey Sports & Entertainment. Nearly one quarter of all fans surveyed correctly identified the company as the league’s official insurer, which is the brand’s highest such level in its eight seasons as a sponsor. However, although State Farm has seen its awareness level increase in each of the past four seasons, its NBA partnership is still less recognized than other league-insurer partnerships.
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MAJOR-LEAGUE INSURANCE DEALS: FAN AWARENESS LEVELS
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LEAGUE
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PARTNER (SINCE)
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MOST-RECENT AWARENESS LEVEL*
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NCAA
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Allstate ('12)
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37.5%
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NASCAR
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Nationwide ('08)
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36.0%
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MLS
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Allstate ('11)
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32.9%
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NHL
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Geico ('10)
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32.8%
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NBA
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State Farm ('10)
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23.8%
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NCAA
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Northwestern Mutual ('12)
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23.2%
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PGA Tour
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Metlife ('13)
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23.2%
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MLB*
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Esurance ('15)
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20.0%
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MLB*
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The Hartford ('15)
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11.0%
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NOTES: Surveys were conducted during each property's most recent postseason. * = MLB splits its insurance category. Esurance covers car insurance, while The Hartford covers home and group benefits.
