State Farm® Re-introduces the Personal Price Plan® and Unveils 2026 Football Campaign Highlighting Every Fan’s Game is Personal

State Farm today unveiled its latest marketing campaign centered around football and a re-introduction to the insurer’s Personal Price Plan reminding consumers it can create a plan with their life and budget in mind.

Rooted in the reality that football brings together rivals, families and communities in a way nothing else can, the campaign spotlights that every fan’s game is personal – their teams, their traditions, and their stakes. State Farm understands that it’s personal, too.

This season’s creative includes signature personalities and world class champions Patrick Mahomes and Andy Reid along with Indiana University head football coach and national champion Curt Cignetti, Heisman Trophy winner and the No. 1 overall draft pick Fernando Mendoza, last season’s breakout phenom Cam Skattebo, and of course Jake from State Farm.

“In this year’s football creative, you’ll see personalization come to life, whether it’s Patrick Mahomes and Andy Reid or Fernando Mendoza and Cam Skattebo or Curt Cignetti,” said Kristyn Cook, Chief Agency, Sales & Marketing Officer at State Farm. “That personal approach has been part of State Farm for more than 100 years, through agents who know the people and communities they serve. We want our creative to meet that same standard — combining world-class talent with the things that make State Farm unique to tell our story. We pair human connection with technology that makes things simpler, offering a personalized experience based on what matters to each customer.”

Through humor, dynamic storytelling and high-impact, emotion-invoking visuals, each commercial demonstrates how State Farm gets to know its customers, from their daily routines, favorite restaurants and teams they cheer for; to help ensure their coverage is as personal as the lives they live.

The State Farm difference

At the heart of the campaign is what truly sets State Farm apart: Its focus on customers and delivering coverage options that are personalized based on customer needs. With more than 19,000 independent contractor agents living and working in communities across the nation, State Farm pairs helpful, local relationships with powerful digital tools, offering customers flexibility in how they’d like to be helped.

The campaign will launch across broadcast platforms beginning in early September, along with an integrated approach across streaming, digital, audio, social and influencer channels.

For more information on the Personal Price Plan click here.