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MoneyFriday, June 29, 2007 5:07 PM CDT
State Farm becomes MLB sponsor
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BLOOMINGTON — Continuing a blitz of sport-related advertising deals, State Farm Insurance Cos. became the official insurer of Major League Baseball and title sponsor of the Home Run Derby during All-Star Week, the two parties announced Friday.

Financial terms of the deal weren’t released.

The Home Run Derby, broadcast at 7 p.m. July 9 on ESPN from San Francisco’s AT&T Park, is the sport net-work’s highest-rated summer event, according to a press release issued by MLB.

In addition the derby sponsorship, State Farm logos will appear in the World Series, the All-Star Game and other games.

“Baseball is a natural fit for us. The season runs from April through October. That’s a key business period for us … because people are out buying cars,” said Mark Gibson, State Farm assistant vice president of advertising.

State Farm has boosted advertising efforts this year, particularly within the sports arena, as the company battles increased competition with companies like Geico and Progressive Corp.

Asked if legal battles and public-relations issues stemming from Hurricane Katrina in the Gulf Coast have per-suaded State Farm to boost advertising, Gibson said marketing strategy is driven by the company’s need to reach customers.

In a written statement, Tim Brosnan, MLB executive vice president of business, said, “we are very pleased to partner with such a well-respected brand as State Farm and welcome them as the title sponsor of the Home Run Derby.

State Farm spent $270.4 million on advertising in 2006, according to TNS Media Intelligence.

State Farm Chairman and Chief Executive Officer Ed Rust previously said ad spending would increase this year but wouldn’t say how much. Gibson wouldn’t discuss ad spending or whether the company has boosted ad efforts.

On the sports front, the insurer has signed deals recently with NASCAR, the National Football League, and NCAA basketball.

Gibson said athletics is just one of State Farm’s marketing strategies but it does provide high exposure.

In addition to the MLB deal, State Farm has separate deals with 24 Major League teams, including the Chicago Cubs, Chicago White Sox and the St. Louis Cardinals.

Deals with MLB ball clubs have offered big bonuses in the past.

In the film "The Break-Up," starring Jennifer Aniston and Vince Vaughn, the State Farm logo appears twice on a sign behind home plate while Vaughn is at a Major League Baseball game. The ad happened to be there while camera crews were filming.

During the Home Run Derby, State Farm and the MLB will donate a combined $17,000 to the Boys and Girls Clubs of America for each home run a participant hits after reaching his ninth of ten outs. The figure represents State Farm’s 17,000 agents in the U.S. and Canada.

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Reader comments on this story - 30 total

Note: All views and opinions expressed in reader comments are solely those of the individual submitting the comment, and not those of the Pantagraph or its staff.

What? wrote on Jun 30, 2007 6:42 PM:

" All these negative comments. What's wrong with all of you? Don't you know that SF is a wonderful, loving company that would never do anything at all wrong. If SF ran the world there would be no war, no crime, and everything would be free. There would be no racism. There would be no sexism. Everyone would work hard all the time. There would be no more natural disasters. Why can't you just all give in? Stop thinking. You're not as smart as our brilliant MBAs. Let them do the thinking for you. We have only your best interests at heart, honest. "

Good stuff wrote on Jun 30, 2007 5:24 PM:

" Are the MLB all-stars going to wear a sf patch on their uniforms? That would be money well spent "

to: TO PERSPECTIVE wrote on Jun 30, 2007 4:38 PM:

" That was an excellent post. You couldn't find anything wrong with the content of their post. You decided to criticize their grammar. You insulted them. You brought up irrelevant facts that had nothing to do with anything he said. Will you come teach my debate class? "

to: TO PERSPECTIVE: wrote on Jun 30, 2007 4:29 PM:

" It was a strong hurricane. How much did you pay for Andrew? How much did you pay for the others in Florida? Guess what, hurricane force winds tend to knock houses down. "

To: Perspective wrote on Jun 30, 2007 4:21 PM:

" You're absolutely right. It's a cuckoo's nest! "

JeffyJacks wrote on Jun 30, 2007 4:18 PM:

" Better be paying settlements in all those bad faith lawsuits instead of advertising at sports events. "

to: TO PERSPECTIVE wrote on Jun 30, 2007 4:12 PM:

" I work there, and I agree with them completly. There was nothing in that "rant" that I haven't seen on a regular basis at SF. My only complain is that they forgot the rampant nepotism . "

to: Otto wrote on Jun 30, 2007 4:09 PM:

" Why do you assume that anyone who dares question SF must be a profesional whiner? Does that make you feel better about yourself and their outdated business model? I question all those on here that feel the need to start sounding like Muslims talking about infidels when someone makes a comment about SF. "

TO PERSPECTIVE: wrote on Jun 30, 2007 3:18 PM:

" What are you saying?!?!?! That seemed like the longest run-on sentence/ non-sensical diatribe I've seen in a while. Get a life. Sounds like someone's jealous because SF would hire him/her. And just to let "The Farm" know: SF paid out 3.2 BILLION for Katrina Thus far, a third of it has gone to Mississippi. Roughly, that 3.2 BILLION dollars is equivalent to the company giving 50 cents to every person on the face of this planet. My math may not be perfect, but it's a round figure I'm sure you can grasp. Maybe you should do some research before ranting. "

Otto to Without State Farm wrote on Jun 30, 2007 2:31 PM:

" The professional whiners would find something to complain about, even if SF were not here. Some of these folks spend 24 hours a day thinking up something to blubber about. They'd whine about the french fries at the fast food establishments or the color of fire hydrants. Don't underestimate the hardcore whiners- they'll never run out of complaints. "

to: Perspective wrote on Jun 30, 2007 2:02 PM:

" You do work at SF don't you? I couldn't agree more, especially about the mid-level managers. It's getting to be as bad as office space. I really do report to about seven different people, none of whom agree on what I should be doing. The only difference is we have about 15 different kinds of TPS reports. The managers try to use them to compensate for their lack of knowledge of what goes on around there, but it never quite works. "

to: Without State Farm wrote on Jun 30, 2007 1:28 PM:

" Do you need to post that every story? You realize you are half the reason people on here don't like SF, right? I hope that worthless company goes under just to prove you wrong. You see, some of us have actual real world skills. Not all of us can get paid to sit around in systems pretending to know what they're talking about, filling out forms all day because that's all they're capable of doing. "

Perspective wrote on Jun 30, 2007 1:23 PM:

" Nothing but ugly gray-colored cubicles; wasted time on the Internet; obese-people; greed in the highest degree; Jones syndrome; too-much concrete; monolithic giant; too many mid-managers; wasteful; business model based on a product that is law driven; agents don't know how to "sell" but rely on their "book" handed down by former agents; business model is out-dated; should be a public company so all of the waste is exposed; adultery abounds; and where the devil resides! "

to: To The Farm wrote on Jun 30, 2007 12:57 PM:

" To all those who think everyone on earth should have dozens of specific coverages because you don't want to actually pay claims: enjoy your newfound government regulation. "

To The Farm wrote on Jun 30, 2007 12:25 PM:

" hmmmm, let me guess, you didnt have Flood Insurance, who's fault is that? Sorry you must have missed that day in school. "

to The Farm wrote on Jun 30, 2007 11:49 AM:

" Trash doesn't go on the street...do you know nothing? SF is doing this out of spite so they'll be in your face durring any event you watch on TV so you can remember your misery...you're quote is just trolling to try to get a spark out of people on this board. Go outside instead, its nice out, of course you know that because you're living on the street...although not in a dumpster where trash belongs "

To "The Farm" wrote on Jun 30, 2007 8:49 AM:

" Thanks for buying flood insurance. Thanks for reading your policy. Thanks for understanding what you bought. Thanks for trying to save money by not purchasing flood insurance - and thanks for trying to stick it to all the other State Farm policyholders - whose rates will go up because you - who lived between an ocean AND a river - didn't think you needed flood protection. "

TO: The Farm wrote on Jun 30, 2007 8:21 AM:

" Did you see the article the other day about insurers trying to rebuilt trust? It's going to take a lot more than advertising to do that. State Farm always claimed they cared about you, but their actions make it clear that they don't. With all the flooding in Texas this week we'll probably see more lawsuits. I can understand not covering people who build in flood plains, but rain happens everywhere. Here in town a couple years ago we had a 100 year flood and a lot of people had basements flood because of sump pumps failing or sewer backup. They claimed they didn't have to pay. They ended up paying a lot of those people though because a lot were employees and they were smart enough to realize they didn't need everyone in B-N realizing the type of company they had become. "

To: The Farm wrote on Jun 30, 2007 7:24 AM:

" Did you have flood insurance? enough said...... "

It kills me wrote on Jun 30, 2007 6:55 AM:

" when people have the gall to complain about what they "should have rec'd" from their claims when THEY DON'T EVEN HAVE THE COVERAGE ON THEIR INSURANCE. For example: house was destroyed by floods, but they had no flood insurance (imagine that)......so they say "let's sue them for millions". WAKE UP PEOPLE, and get off your entitlement high horse. If you hate SF so much why do you have them as an insurer? "

The Farm wrote on Jun 30, 2007 1:22 AM:

" Nice of you guys to take care of the Katrina victims. Thanks for ruining our lives neighbors. Thanks for not paying our claims. Thanks for putting me out on the street like I'm a piece of trash. You should all be ashamed of yourself. "

Hmm wrote on Jun 30, 2007 12:02 AM:

" Guess they're finally realizing that they're going to actually have to do some advertising to compete against the lower rates and constant onslaught of ads from companies like Geico and Progressive. I thought when I started working there they said they didn't bother with sports advertising because young males were a horrible target market for an insurance company. "

jj wrote on Jun 29, 2007 11:56 PM:

" hmmm ......really.....uh-huh.....i dont give a **** "

I think it's awsome! wrote on Jun 29, 2007 11:46 PM:

" Nice, SF!!!! "

Slow news day? wrote on Jun 29, 2007 10:58 PM:

" This just in!!! Large corporation spends money on national advertising. "

Without State Farm wrote on Jun 29, 2007 10:53 PM:

" Imagine Bloomington without State Farm. We'd need 1/4 the restaurants, 1/4 the body shops, 1/4 the stores, 1/4 the doctors/dentists/lawyers, 1/4 the entertainment - and thousands of people would be without jobs - including food servers, mechanics, car dealers, grocery store clerks, etc. Oh, I almost forgot, without State Farm, 90 percent of people on this board would have nothing to complain about or blame for their misery. "

Great Job!! wrote on Jun 29, 2007 10:45 PM:

" What a great way to invest in the children of America by donating to the Boys and Girls Clubs of America!. Thank you once again State Farm! Every company has to advertise, so what a wonderful way to do it and help children at the same time!! "

RE: OMG wrote on Jun 29, 2007 9:33 PM:

" Wow, you keep track of how often the Pantagraph does an article on SF.. Just goes to show how much you much enjoy reading about SF!! Thanks for supporting such a great company! "

OMG wrote on Jun 29, 2007 6:52 PM:

" It has been what, 2 weeks since the Pantagraph did an article on State Farm, there must have been some real news the last couple weeks. "

Wow! wrote on Jun 29, 2007 5:18 PM:

" Its only taken SF how many years to begin to join the rest of theranks? Wonder how many forms it took and how many millions of dollars it took to get this rolling? "

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