State Farm is stepping onto the court at NBA All-Star 2026 to celebrate the shot that changed the game forever. As title partner of the NBA 3-Point Contest, the brand is marking a significant milestone in its basketball journey and positioning itself at the heart of the action.

The State Farm NBA 3-Point Contest returns as part of NBA All-Star Saturday, airing live at 5 p.m. ET on NBC and Peacock from Intuit Dome in Inglewood, California, on February 14.

Fans will see the league's elite sharpshooters battle for the crown with State Farm woven directly into the fabric of the competition.

How the contest works:

• Players compete to see who can sink the most threes from around the arc against the clock. Competitors will work through ball racks positioned at five main shooting locations around the three-point arc.
• Four of the racks contain four official NBA game balls and one multi-colored “money” ball. Shots made with an NBA ball is worth one point, while baskets made with the multi-colored ball is worth two points.
• The fifth rack will be a special “all money ball” rack containing five multi-colored “money” balls (meaning each made basket for a ball on this rack is worth two points). Each competitor will decide where this rack is placed (i.e., at which one of the five main shooting locations).
• Two additional “Deep Shot” balls, each worth three points, will be featured on custom State Farm-branded pedestals. Positioned “From the Logo” inside the State Farm oval, these shots introduce a high-stakes element that spotlights the brand during the contest’s most exciting moments.
• Every successful Deep Shot will cue the State Farm jingle and unlock a $15,000 donation to Habitat for Humanity, reinforcing the impact of State Farm both on and off the court.

“The 3-Point Contest represents the ultimate test of precision, skill and consistency under pressure,” said Kristyn Cook, Chief Agency, Sales & Marketing Officer at State Farm. “Owning this stage lets us celebrate the discipline required to perform at a championship level. It’s the same mindset we take in our ‘With the Assist’ platform, ensuring that our presence on game day translates into tangible support for customers and neighbors every day.”

This new ownership position is part of a multi-year partnership renewal that extends a long-standing relationship with the league which dates back to 2010, ensuring the State Farm presence is woven throughout the NBA season—from American Express NBA Tip-Off to All-Star to NBA Playoffs presented by Google and the NBA Finals.

State Farm is also bringing this energy to the WNBA and NBA G League by serving as the title partner of the G League 3-Point Contest taking place on Saturday, February 14 during NBA All-Star at G League Park in the Los Angeles Convention Center and the WNBA 3-Point Contest as part of AT&T WNBA All-Star 2026 on Friday, July 24 at Wintrust Arena, home of the Chicago Sky.

State Farm All-Star Saturday Night (ASSN) 2023 will tip-off on Saturday, Feb. 18 at 8 p.m. ET (televised on TNT) at Vivint Arena in Salt Lake City, UT. 

Featuring the Kia Skills Challenge, STARRY 3-Point Contest, and AT&T Slam Dunk, State Farm All-Star Saturday Night is always one of the highlights of the NBA All-Star. 

Jake from State Farm will participate in the event opening alongside NBA legends and other stars.  
 

New Commercial Spot

This season’s “What If” campaign continues with a new commercial spot that will premiere on Saturday night, Feb. 18.

State Farm is focusing on a service message with the “What If” creative campaign, leaning into the constant curiosity and stress that people have around the potential outcomes of adult life. When it comes to questions about home and auto insurance needs, people can rely on the app and support from their State Farm Agent for almost any what-if.

In “What If Tuxedo”, Jake from State Farm lets Chris Paul know that State Farm is here to help when he asks about needing to switch up his insurance plan. Chris then begins to wonder – what if he wants to switch up his tunnel walk look? Chris is then seen in a high-fashion tuxedo that catches the eye of Security staff walking by. Jake is heard affirming that State Farm is there for your what-ifs.

State Farm Assist Tracker

During the NBA All-Star Game, as part of the State Farm Assist Tracker program, each assist will represent a $1900 donation that State Farm will make to the two All-Star beneficiaries - Big Brothers Big Sisters of Utah and Raise the Future.

Additionally, in the first of four Assist Tracker events this season, State Farm and the NBA worked with Lincoln Elementary School in South Salt Lake to renovate its STEM education room and refurbish its gymnasium.

It’s all part of the NBA and State Farm teaming up to bring people together and create a lasting, positive impact in the community.