A Sponsorship of Super Bowl Proportions

Sponsorships and using celebrity endorsers can often be an iffy proposition.

But when it’s right – it can really be right.

Using a “fake” person can take the chance of any embarrassing missteps out of the conversation.

The fictitious name “Jake from State Farm” has been engrained in our brains since 2011 when “Jake” first started appearing in hugely popular and easily mimicked commercials for the insurance giant.  Here’s an example of how mainstream that’s become:  a friend of mine named Jake played in a big golf tournament a couple years ago and without provocation was almost universally nicknamed “Jake from State Farm” by the other 60-plus golfers.

Using real people, State Farm has had Green Bay Packers quarterback Aaron Rodgers as an endorser for 10 years.  Two years ago, Kansas City Chiefs quarterback Patrick Mahomes was added to the mix.  You may have seen the commercials with each of them asking their agent, “Jake from State Farm,” if they were getting the discounted “Rodgers Rate” or the “Patrick Price.”

The ads are lighthearted and humorous.

In a perfect world, the two superstars’ teams would have met in this Sunday’s Super Bowl.  However, in in Super Bowl LV (55), only Mahomes’ team will be there, playing against the Tampa Bay Buccaneers.  If the Packers would have made it – and If the game would have been in Glendale, Ariz., home of State Farm Stadium, rather than in Tampa, Fla., it would have been quite the trifecta.

Should’ve, would’ve, could’ve.