Big Ten & Allstate: What This Landmark Deal Means for Women’s Sports and Corporate Hospitality
On October 3, Sports Business Journal reported that the Big Ten Conference and Allstate have struck a multi-year agreement that will shine a spotlight on women’s sports. The deal includes naming rights to the new “Allstate Big Ten Women’s Championship Series” and sponsorship of 12 women’s Olympic sport championships.
This isn’t just another sponsorship headline. It’s part of a much larger shift: women’s sports are becoming one of the most dynamic growth engines in the sports industry.
Why This Deal Matters
Elevating Visibility
Allstate’s investment validates what many in the industry already see: women’s sports are commanding greater media attention, audience engagement, and sponsorship dollars. This isn’t a trend, it’s a trajectory.Corporate Hospitality Opportunities
As new events and championships gain prominence, companies now have more opportunities to host clients, partners, and employees in exciting, high-profile settings. Hospitality is no longer limited to men’s football or basketball; women’s sports are expanding the portfolio.Operational Complexity
With opportunity comes challenge. Managing larger guest lists, distributing more tickets across more events, and ensuring compliance are now central issues for companies scaling hospitality programs.
The Ticketing & Hospitality Challenge
We often hear the same pain points from corporate partners:
Unused or wasted tickets that could have built stronger relationships.
Complex compliance requirements around ticket distribution.
Difficulty tracking ROI from hospitality investments.
The surge in women’s sports will only magnify these challenges, but it also offers a chance for forward-thinking companies to get ahead of the curve.
Where Concierge Live Fits In
At Concierge Live, we help leading companies simplify ticket management, enabling them to maximize the value of their sports and event investments. Our platform ensures:
Automation: Eliminate manual spreadsheets and manage ticket requests seamlessly.
Compliance: Maintain transparency and meet reporting requirements effortlessly.
ROI Tracking: Prove the business impact of hospitality programs with clear reporting.
As women’s sports continue to gain momentum, brands that adopt smarter, scalable ticket management will be best positioned to capitalize on the new opportunities ahead.
Final Thoughts
The Big Ten X Allstate partnership is more than just a sponsorship. It’s a signal that the future of sports business and corporate hospitality is broader, more inclusive, and more complex than ever. For companies that want to be at the forefront, the time to rethink ticket management strategies is now.
About Concierge Live
Concierge Live is a leading corporate ticket management platform, trusted by Fortune 500 companies to streamline, simplify, and maximize the impact of their sports and event investments. We make it easy to manage tickets, ensure compliance, and track ROI — so you can focus on building stronger relationships through unforgettable experiences.
