Allstate expands SEC sponsorship with focus on women’s sports

The Southeastern Conference (SEC) and Allstate have extended their multi-year sponsorship agreement, with the insurer placing a greater emphasis on women’s athletics across the conference.

The expanded partnership introduces the Allstate SEC Women’s Champions Cup, a year-long competition spanning 10 women’s sports across all 16 SEC universities. Schools will earn points based on regular season and postseason performance, with the top-performing institution recognized as the overall champion.

As part of the agreement, Allstate also became the first entitlement sponsor of the Allstate SEC Women’s Volleyball Tournament and the presenting sponsor of the SEC Women’s Soccer Tournament broadcasts on SEC Network. The insurer will continue sponsoring all SEC championship events and maintain a presence across SEC Network’s linear, digital, and social platforms.

The partnership, brokered through Disney Advertising, also includes title sponsorship of next year’s SEC Nation bus and presenting sponsorship of the SEC Awards, which recognize more than 1,000 student-athletes annually across 22 sports.

The SEC, founded in 1933 and now comprising 16 universities following the additions of Oklahoma and Texas in 2024, said the expanded sponsorship will provide additional resources to support the growth of women’s sports programs across the conference.

“As women’s sports continue to set new standards for competition, connection and fan engagement, Allstate is proud to help provide the consistent visibility and support these athletes and championships deserve.’ – Elizabeth Brady, Allstate’s chief marketing, innovation, customer and communications officer.