State Farm has decided not to air any ads during Super Bowl LIX next month.

“Our focus is firmly on providing support to the people of Los Angeles,” a company spokesperson told FOX Business on Thursday. “We will not be advertising during the game as originally planned.”

State Farm announced in March 2024 that it would discontinue coverage on 72,000 California home and condo policies in the summer. (John Greim/LightRocket via Getty Images/File)

The insurance company’s decision, first reported by Ad Age, comes as a Los Angeles area has been battling wildfires that have left at least 25 dead since January 7. The flames of the largest fire alone, the Palisades Fire, have damaged or destroyed about 5,000 buildings.

Super Bowl LIX is scheduled to take place on February 9 in New Orleans. Spots for commercials during the championship game are highly coveted each year.

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State Farm and its agents and employees are “all focused on helping customers affected by the Southern California wildfires in the midst of this tragedy,” the State Farm spokesman said.

“State Farm serves more than (more than) 8 million customers in California more than any other insurer, and we’ve been doing this for almost 100 years,” the spokesperson told FOX Business. “Our claims force is the largest in the industry and we’re bringing the full scale and strength of our response teams to catastrophes to help clients recover, whether they’re in LA or across the country.”

The insurance company has filed more than 7,850 home and auto claims and “put about $50 million back into the hands of customers” as of Thursday morning, according to the spokesman. Those numbers are expected to rise “as residents return and assess the damage.”

More than 1 million homes and 4 million vehicles are insured by State Farm in the Golden State, including 250,000 homes and 880,000 cars in Los Angeles County, according to the company.

State Farm announced in March 2024 that it would discontinue coverage 72,000 home and apartment policies in California in the summer. The company cited inflation, regulatory costs and the growing risk of catastrophes for its decision and had previously stopped accepting new applications from the state.

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Earlier this week, the company said Los Angeles-area homeowners with policies “on record” on Jan. 7 who have been affected by the wildfires will receive policy renewal offers, slowing the “process of notification of owners’ non-renewals”. in the areas affected by the flames.

Three of the active wildfires in the Los Angeles area have been burning for more than a week. Those fires – the Palsades, Eaton and Hurst – were 22%, 55% and 98% contained, respectively, as of Thursday afternoon, according to Cal Fire. Another fire, which started Monday in Ventura County, is 85 percent contained.

A firefighting plane drops in on the Palisades Fire in the Pacific Palisades neighborhood of Los Angeles on January 7. (Brian van der Brug/Los Angeles Times via Getty Images)

This view shows the destruction of the Palisades Fire in the Pacific Palisades neighborhood of Los Angeles on Saturday. (Axelle/Bauer-Griffin/GC Images/Getty Images)

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The four fires have burned nearly 38,700 hectares.

Eric Revell contributed to this report.