The Big Ten Conference has announced a partnership with insurance company Allstate to create new programming for women’s athletics.
The Allstate Big Ten Women’s Championship Series will translate women’s team performances into points in a year-long competition. The university with the most points at the end of the year will be declared the winner of the championship series.
"The Big Ten's commitment to women's sports stretches back decades and is reflected in the competitive success we see today," said Tony Petitti, Big Ten Conference commissioner. "As we continue to explore opportunities for growth, we're excited to partner with Allstate to further showcase these exceptional student-athletes, coaches and teams throughout the year."
Allstate has long worked as the Big Ten Conference’s official insurance partner, but now the company will also be the title sponsor of the Big Ten Women’s Basketball Tournament and the presenting sponsor of several other women’s sports, including soccer, gymnastics and softball. Allstate will also sponsor the Big Ten Network’s latest series ‘On The Pitch’ which highlights women’s soccer stories.
The new partnership will also be visible for fans through Allstate-branded activations on gameday and digital content.
“From Allstate’s Good Hands Nets to the Good Works Team, Allstate continues to support both programs and student-athletes during this transformative era in college athletics. Together with the Big Ten, we’re elevating women’s sports and empowering all student-athletes who lead on their campuses and in communities,” said Elizabeth Brady, Allstate’s chief marketing, customer and communication officer.
“It creates a real opportunity to capitalize on the tremendous growth that we’ve seen in both audiences watching on TV and streaming, and also the attendance records that we set over the last couple years,” Petitti told Sports Business Journal. “It’s really part of the evolution of the incredible growth of women’s sports in the conference.”
