State Farm doubles down on personalisation in NFL push

State Farm has launched a new NFL marketing campaign focused on personalisation as the insurer looks to strengthen its connection with American football fans ahead of the 2026 season.

The campaign features a series of adverts built around the idea that State Farm offers personalised coverage and pricing options, with brand mascot Jake from State Farm appearing alongside NFL stars including Patrick Mahomes and Andy Reid.

Several of the commercials take a self-aware approach, showing viewers being told they are about to watch an advert created specifically for them. While the concept is fictional, it reflects the growing role of targeted marketing in today's advertising landscape.

"We always have something up our sleeve to keep football fresh," said Alyson Griffin, Head of Marketing at State Farm.

The insurer is also introducing new sporting ambassadors, including New York Giants running back Cam Skattebo, Las Vegas Raiders quarterback Fernando Mendoza and Indiana University Head Coach Curt Cignetti.

The campaign will run across digital platforms and football broadcasts throughout the season, with State Farm tracking engagement, brand lift and consumer understanding of its personalised pricing proposition.