The General® Partners with Black Entrepreneurs Day for the second time in a row


The General announces the continuation of the partnership with Black Entrepreneurs Day: A Celebration of Black Business

NASHVILLE, Tenn., October 7, 2021 / PRNewswire / – The general® insurance today announced that it will partner with Black Entrepreneurs Day for the second year running – a day marked as a “Black Business Celebration” and celebrating a free virtual event that recognizes black entrepreneurs everywhere in new ways and strengthens. fun and exciting way.

The General® Insurance Partners with Black Entrepreneurs Day for the second year in a row

As part of this partnership, The General supports Black Entrepreneurs Day Game changer talks – what functions Daymond John in inspiring one-on-one discussions with black business leaders and cultural icons, including long-time brand ambassador The General Shaquille O’Neal, Tyra Banks, Michael Strahan, Rev-barrel, Marcus Samuelsson and the first black billionaire Janice Bryant Howroyd while sharing their own crucial career moments.

In addition, The General will also present a new addition this year: Black LeadHERship – a roundtable for black women. In honor of National Women’s Small Business Month, the roundtable discussion will include American Family Insurance Enterprise executives, including Elicia Azali – Enterprise Chief Marketing Officer, American Family Insurance, Telisa Yancy – President, American Family Direct, Sherina Smith – Vice President and Head of Marketing, American Family Insurance and Lauren Powell – Corporate Legal Vice President, American Family Insurance. Next to Daymond John, Elicia, Telisa, Sherina and Lauren discuss their own career paths and advise other Black women who want to start their own entrepreneurial path.

“The General is on a tremendous journey to be consistently committed to promoting diversity and inclusion, including prioritizing and pursuing initiatives that better reflect the interests of our diverse customer base,” said Elicia Azali, Enterprise Chief Marketing Officer at American Family Insurance. “As part of this initiative, The General has created meaningful partnerships to authentically connect and support new and existing customers, especially at a difficult time when many Americans have faced financial challenges and social injustice – and continuing to work with and support black entrepreneurs is a clear fit. “

The general will finance one too $ 25,000 Scholarship to an aspiring black entrepreneur on the NAACP Powershift Entrepreneur Scholarship, in collaboration with the NAACP. The winner will also receive professional individual mentoring Shaquille O’Neal and Elicia Azali. The scholarship holder will be announced at this year’s event.

As a further extension of this event, The General is also engaging its partners from Historically Black Colleges and Universities (HBCUs) – Morehouse College and Tennessee State University – by giving six black business administration students and student entrepreneurs the chance to win individual mentoring sessions Shaquille O’Neal and Elicia Azali, along with a Surface Laptop Pro, a signed book by Daymond John and more. Since 2020, The General has worked with HBCUs to support their students and graduates through career development and employment opportunities. This opportunity will equip these six students with the resources and tools to take the next step in their entrepreneurial careers and continue to demonstrate The General’s commitment to serving their clients when they need it most.

In addition to Black Entrepreneurs Day, The General supports other diverse endeavors, including the brand’s recent partnership with Shaquille O’Neal and Bleacher Report to surprise ordinary people with a break from the financial challenges they faced as a result of the pandemic. In a three-part content series, Shaquille visited three Atlanta-based businesses and rewarded each of them with a well-deserved financial and emotional break. For nearly 60 years, The General has been there for its customers when they need it most, and as the brand continues to grow, the brand will always keep the needs and interests of its customers in mind, especially at a time when so many people are were financially influenced.

Earlier this year, The General launched a brand update with the aim of more accurately portraying the true identity of the brand – a quality insurance company that has been saving money for nearly 60 years. Driven by data and insights, it found that many prospects did not see The General as a quality company and had misconceptions about who The General really was – all due to the brand’s previous advertising. As part of the brand renewal, The General launched two advertising campaigns this year. The brand update and new ad campaigns better reflect the quality and credibility of the rest of the business, positioning The General for growth over the next few decades. Both campaigns are a true representation of The General’s continued commitment to diversity and inclusion in the brand’s marketing efforts – both in front of and behind the camera.

This year’s Black Entrepreneurs Day will be broadcast October 14th starting at 7 p.m. ET exclusively Daymond Johns Facebook site. To learn more about The General, visit and for more details on the free Black Entrepreneurs Day virtual event, visit

About general insurance
The General Automobile Insurance Services, Inc. (The General®) is a licensed insurance agency and subsidiary of PGC Holdings Corp. (PGC), wholly owned by the American Family Mutual Insurance Company. Through its subsidiaries and their predecessor companies, PGC has been offering car insurance since 1963 and serving customers who have difficulty getting insurance from other carriers at a reasonable price. visit or follow The General on Twitter, Instagram and Facebook.

Media contacts: Megan Snodsmith, [email protected]



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