TOGETHXR and Aflac Join Forces to Elevate Women's Sports Viewership

Bringing Attention to Women’s Sports

In a significant step to promote women's sports, TOGETHXR, the trailblazing media and commerce company known for its Everyone Watches Women's Sports™ initiative, has teamed up with Aflac, a leader in supplemental health insurance in the U.S. Their renewed collaboration launches the Raise the Bar campaign, aiming to encourage sports bars across the nation to showcase the NCAA Women's Basketball Tournament from March 17 to April 6 on at least 50% of their televisions.

Campaign Overview

The Raise the Bar campaign seeks to create more visibility for women’s sports during a crucial time as college basketball heats up. Through this initiative, TOGETHXR and Aflac have developed an interactive digital map pinpointing bars and locations where fans can gather and support women athletes. This map will be accessible on TOGETHXR's website and promoted through their Instagram platforms, @TOGETHXR and @GETTOGETHXR, making it easier for fans to engage with women's sports.

Lauren Tolila, TOGETHXR's Head of Integrated Marketing, expressed pride in their ongoing partnership with Aflac, emphasizing their mutual vision to foster inclusivity in sports viewership. The campaign aims not only to attract lifelong fans but also to welcome newcomers, ensuring that everyone feels part of the excitement surrounding women athletes and their achievements.

Past Collaborations

This is not the first time TOGETHXR and Aflac have joined forces. Their previous partnership included successful activations such as Sweet Sixteen watch parties and events celebrating women's basketball. Notable among these was the NCAA-WBB Sweet Sixteen Watch Parties in collaboration with The Sports Bra, America's first sports bar dedicated to women’s sports. Additionally, events like the WNBA All-Star Weekend's Queens of the Court Party further highlighted the importance of women's sports, allowing fans to connect deeply with the players and the game.

Garth Knutson, Aflac's Senior Vice President and Chief Marketing Officer, commented on their commitment to elevating women's sports. He noted that through strategic collaboration with TOGETHXR, they aim to expand the opportunities for fans to engage and celebrate the remarkable talent showcased on the court. The partnership strives to enhance visibility, fueling the growing passion around women's college basketball.

X Marks the Spot Initiative

Along with the Raise the Bar campaign, TOGETHXR and Aflac have also initiated the X Marks the Spot project. This initiative serves as an informational hub, presenting a comprehensive list of sports bars across the U.S. that dedicate themselves to celebrating women's sports, allowing fans to easily find venues that support the cause.

About the Partners

Aflac Incorporated (NYSE: AFL) has a long-standing history of providing financial security through its supplemental health insurance coverage, serving millions of policyholders in the United States and Japan over nearly seven decades. Aflac is recognized as a champion for women's sports, consistently working to increase the representation and visibility of female athletes in various domains.

TOGETHXR is a rapidly growing brand that promotes women's sports culture and storytelling. Co-founded by sports media pioneer Jessica Robertson and renowned athletes like Alex Morgan and Chloe Kim, TOGETHXR focuses on dynamic storytelling that resonates with fans, especially the younger generation. Their innovative approach has garnered significant attention and revenue, affirming their commitment to women's sports.

In a world where women's sports are often underrepresented, the partnership between TOGETHXR and Aflac stands out as a beacon of hope—an encouragement for more organizations to invest in female athletes and to promote equal coverage in sports media.

Join the Movement

As they embark on this exciting campaign, both TOGETHXR and Aflac invite sports enthusiasts and casual viewers alike to join in the celebration of women's sports. For more information and to view the interactive map, visit TOGETHXR.com. Let’s raise the bar together, ensuring women's sports get the visibility and respect they truly deserve.