State Farm cancels Super Bowl commercial amid Los Angeles fire backlash

State Farm has canceled its plan to run a commercial during the upcoming Super Bowl, saying its focus is on supporting the Los Angeles community as wildfires have hit the area.

“We’ve received over 7,400 home and auto claims, and we are putting tens of millions of dollars back into customers’ hands,” the company said on Wednesday, per The Wall Street Journal. “These numbers will continue to rise as residents return and assess damage.”

“We will not be advertising during the game as originally planned,” State Farm added, referring to the Super Bowl. 

The Super Bowl is a place where companies gain a lot of publicity with their commercials. Last year’s game averaged more than 123 million viewers and commanded around $7 million for a 30-second commercial. The State Farm ad that ran during the 2024 Super Bowl featured Arnold Schwarzenegger and Danny DeVito. The commercial was so popular that it won USA Today‘s annual popularity contest for Super Bowl ads.

“State Farm, State Farm agents, and our employees are all focused on helping customers impacted by the Southern California wildfires in the midst of this tragedy,” the company stated. “State Farm serves more than 8 million customers in California – more than any other insurer – and we’ve been doing this for nearly 100 years. Our claims force is the largest in the industry and we are bringing the full scale and force of our catastrophe response teams to help customers recover – whether they are on the ground in LA or across the country.”

More on State Farm and the Super Bowl

State Farm is known for having commercials with NFL players. Aaron Rodgers starred in his share of State Farm ads before parting ways in 2023, and fans can currently see Patrick Mahomes in multiple commercials.

Speaking of Mahomes, he is looking to lead the Chiefs to their third consecutive Super Bowl victory. On Saturday, the Chiefs will take on the Houston Texans in the Divisional round of the playoffs. The other three Divisional round games are the Buffalo Bills vs. Baltimore Ravens, Philadelphia Eagles vs. Los Angeles Rams and Detroit Lions vs. Washington Commanders.

Super Bowl LIX will take place at the Caesars Superdome in New Orleans on Feb. 9. The game will air on Fox and stream on Tubi and NFL+.