New York Liberty Star Jonquel Jones Gets State Farm Treatment, Reflecting Growing Recognition of Female Athletes

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As a seasoned moviegoer who has witnessed the evolution of sports marketing over the past few decades, I can confidently say that the latest State Farm ad featuring Jonquel Jones is a game-changer for women’s sports. Having grown up in the era when Mary Lou Retton graced the cover of Wheaties, it’s heartening to see how far we’ve come since then.

Forty years back, it was quite significant when Olympic gymnast Mary Lou Retton made history by becoming the initial female athlete to grace the cover of a Wheaties cereal box – a prestigious title in consumer culture, typically bestowed upon the most accomplished athletes in sports.

As a movie buff, I’m thrilled to be part of State Farm’s annual nationwide ad campaign, renowned for showcasing sports legends. This year, it’s an honor to shine the spotlight on Jonquel Jones, the towering 6-foot-6 forward from the New York Liberty, who in October, guided her team to its first championship in a historic 27-year journey. Her outstanding performance earned her the Finals MVP title.

In this humorous advertisement about auto insurance, Jones is featured alongside a damaged sports car, former New York Liberty star and ESPN commentator Rebecca Lobo, and their lively mascot, Ellie the Elephant. Not to forget, Jake from State Farm, the friendly insurance agent in a red polo shirt and tan pants (portrayed by actor Kevin Miles), also shows up in this ad titled “Big El.

Shana Stephenson, the chief brand officer for the Liberty, mentions that as a franchise, regardless of whether it’s a male or female sports team, there’s a desire for the brand. They aim to be visible on a national stage and accessible in as many households as possible. This strategy is key to expanding the reach and influence of their brand.

Jones appears in her second State Farm advertisement, following the “Reach Anything” commercial from 2022. This new ad campaign arrives after Jones had a pair of energetic seasons with the Liberty, reaching the finals in 2023 and bringing home the league’s Tiffany-designed championship trophy and banner to Brooklyn’s Barclays Center in 2024, following her MVP title with the Connecticut Sun in 2021.

Jones appreciates the increased visibility he gains by appearing on TV, which is beneficial not just for basketball in the WNBA, but also for women’s sports as a whole. The heightened attention on WNBA players contributes positively to their sport.

Jones, originally from Freeport, Bahamas and turning 31 on January 5th, expresses that this will enable us to remain visible in those areas, fostering team growth and personal brand expansion,” is a possible paraphrase of the given sentence.

Jones is pleased that we have the opportunity to explore beyond being athletes, and instead, we can aim for more,” he expresses.

It’s widely acknowledged on Madison Avenue – female athletes from diverse fields are highly sought after for endorsement agreements.

Kristyn Cook, the chief agency, sales & marketing officer at State Farm, stated that their recent partnership with Disney Advertising brings together their creative prowess and top-tier skills, as well as their mutual dedication to women’s sports. This advertisement serves as a testament to the significant and culturally relevant role that female athletes play across various sports and cultures.

By the end of 2024, there’s been an overall increase in viewership, ticket sales, and sponsorship dollars for WNBA teams. The exceptional season for women’s college basketball during the 2024 NCAA tournament, which catapulted Caitlin Clark into sports fame, resulted in record-breaking viewership in the spring. This trend continued as star players from colleges moved their rivalries to the WNBA.

As a passionate movie enthusiast, I’m thrilled to share some exciting news: We’re witnessing an increase in potential sponsorship deals and partnerships eager to invest in our team and players. The opportunities and connections we’ve forged since our recent victory have been nothing short of amazing!

Featuring Ellie the Elephant, our vibrant and lively mascot, in the advertisement is another significant advantage for the team. Ellie’s exuberant dancing and feisty personality mirrors the spirit of her hometown. She was born just as the team transitioned from playing at Madison Square Garden to Barclays Center in 2021, two years following Clara Wu Tsai’s acquisition of the team from James Dolan, the owner of the New York Knicks. The surge of energy surrounding the Liberty has been thrilling, according to Jones, who relocated to New York in 2023 after six seasons with the Connecticut Sun.

No matter where we travel, someone in an establishment will recognize me and offer congratulations for a successful season. My recognition has grown, and it’s evident. This increased visibility suggests that the popularity of the league is on the rise,” Jones explains.

For Jones, the influx of funds into women’s sports is evident in the fact that this off-season marks the first time in years she hasn’t had to travel abroad to play in a women’s basketball league outside the U.S. This year, she was able to save enough money to have a winter break. Jones, along with her older and younger peers in the WNBA, are motivated to make sure that 2024 isn’t just an exception but the beginning of a continuous increase in opportunities and financial stability.

Jones expresses excitement about the current opportunity for people to invest significantly in women’s sports, transforming it from a passing fad into an integral part of daily life. Being involved in this movement brings him great joy, as he continues to contribute to enhancing and uplifting women’s basketball and sports. He believes that this moment will prove to be a pivotal step forward for women’s sports in the future.

(Pictured top: Jonquel Jones, Rebecca Lobo and Kevin Miles)

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2024-12-28 17:16