TOGETHXR and Aflac Put More Ducks in a Row for Women's Sports

Rhea-AI Summary

TOGETHXR and Aflac have announced the continuation of their partnership with the launch of the 'Raise the Bar' campaign, running from March 17-April 6, 2025. The initiative aims to increase women's sports viewership by encouraging bars nationwide to show the NCAA Women's Basketball Tournament on at least 50% of their TVs.

The partnership includes the creation of an interactive digital map on TOGETHXR.com, helping fans locate bars showing tournament games. This follows their successful 2024 collaborations, which included NCAA-WBB Sweet Sixteen Watch Parties and WNBA All-Star Weekend events.

The companies have also launched 'X Marks the Spot', presented by Aflac, an informational hub showcasing sports bars dedicated to women's sports across the country.

Positive

• Strategic partnership expansion to increase brand visibility in women's sports market
• Campaign timing aligned with peak women's college basketball season for maximum impact

Negative

• None.

Continued partnership launches Raise the Bar campaign for equal basketball tournament tune-ins from March 17-April 6

TOGETHXR.com published a digital map featuring bars where everyone can watch women's sports

LOS ANGELES and COLUMBUS, Ga., March 18, 2025 /PRNewswire/ -- As the originator of the Everyone Watches Women's Sports™ mantra, trailblazing media and commerce company TOGETHXR is once again teaming up with Aflac – the leading provider of supplemental health insurance in the U.S.¹ – to increase women's sports viewership during the height of the women's college basketball season. Through their renewed partnership, TOGETHXR and Aflac announced the launch of Raise the Bar, a campaign that encourages bars around the country to pledge to show the NCAA Women's Basketball Tournament on at least 50% of their TVs from March 17-April 6.

As a part of the campaign, TOGETHXR and Aflac generated an interactive digital map that serves as a guiding resource of bar destinations across the country, where women's sports fans can watch tournament action. The digital map will be available at TOGETHXR.com and will be visible through featured posts on the @TOGETHXR and @GETTOGETHXR Instagram accounts.

"TOGETHXR is proud to continue our partnership with Aflac, united in our commitment to create spaces where everyone can come together to celebrate women's sports," said Lauren Tolila, TOGETHXR's Head of Integrated Marketing. "Whether lifelong fans or newcomers to the game, we're dedicated to amplifying women athletes, their competitions and their stories."

Last year, Aflac joined forces with TOGETHXR to expand coverage and increase viewership of women's basketball. Through impactful activations such as the NCAA-WBB Sweet Sixteen Watch Parties in partnership with The Sports Bra (the first sports bar in the United States dedicated to women's sports), the WNBA All-Star Weekend's Queens of the Court Party and the Downward Duck Social Series, this partnership has elevated the voices of female athletes and brought fans closer to the game.

"At Aflac, we are proud to champion women's sports and help amplify the momentum of women's college basketball," said Aflac's Senior Vice President and Chief Marketing Officer Garth Knutson. "Through our continued partnership with TOGETHXR, we're creating more opportunities for fans to gather, cheer and celebrate the incredible talent on the court. By increasing visibility and accessibility, we're excited to fuel the growing energy and passion around the game."

TOGETHXR and Aflac have also partnered on X Marks the Spot, presented by Aflac — an informational hub highlighting every sports bar across the country dedicated to celebrating women's sports.

For more information on Raise the Bar or X Marks the Spot, please visit TOGETHXR.com.

ABOUT AFLAC INCORPORATED 
Aflac Incorporated (NYSE: AFL), a Fortune 500 company, has helped provide financial protection and peace of mind for nearly seven decades to millions of policyholders and customers through its subsidiaries in the U.S. and Japan. In the U.S., Aflac is the No. 1 provider of supplemental health insurance products.¹ In Japan, Aflac Life Insurance Japan is the leading provider of cancer and medical insurance in terms of policies in force. The company takes pride in being there for its policyholders when they need us most, as well as being included in the World's Most Ethical Companies by Ethisphere for 18 consecutive years (2024) and Fortune's World's Most Admired Companies for 23 years (2024). In addition, the company became a signatory of the Principles for Responsible Investment (PRI) in 2021 and has been included in the Dow Jones Sustainability North America Index (2024) for 11 years. To find out how to get help with expenses health insurance doesn't cover, get to know us at aflac.com or aflac.com/español. Investors may learn more about Aflac Incorporated and its commitment to corporate social responsibility and sustainability at investors.aflac.com under "Sustainability."

¹ LIMRA 2023 U.S. Supplemental Health Insurance Total Market Report

Media contact: Adrienne Bentley, abentley@aflac.com  

Analyst and investor contact: David A. Young, 706-596-3264, 800-235-2667 or dyoung@aflac.com
Aflac WWHQ | 1932 Wynnton Road | Columbus, GA 31999

ABOUT TOGETHXR
TOGETHXR is the fastest growing, most popular, and most engaging women's sports brand. The trailblazing media and commerce company has generated more than $6 million in revenue from its trademarked slogan and product line that boldly state an undeniable truth: "Everyone Watches Women's Sports." Co-founded by sports media veteran Jessica Robertson alongside four of the world's greatest professional athletes: Alex Morgan, Chloe Kim, Simone Manuel, and Sue Bird, TOGETHXR focuses on rich storytelling rooted in lifestyle and youth culture. TOGETHXR highlights a diverse and inclusive community of game-changers, culture shapers, thought leaders, and barrier breakers—finding and sharing the stories of women doing the same. As one of the most compelling platforms for women in sports and culture, TOGETHXR's in-house production studio has developed a slate of premium scripted and unscripted content, streaming on platforms such as Amazon Prime and FuboTV among others. In 2023, TOGETHXR was recognized as one of Fast Company's Most Innovative Companies. More information is available at TOGETHXR.com.

Media contact: press@togethxr.com

View original content to download multimedia:https://www.prnewswire.com/news-releases/togethxr-and-aflac-put-more-ducks-in-a-row-for-womens-sports-302404457.html

SOURCE TOGETHXR

FAQ

What is the duration and goal of TOGETHXR and AFL's Raise the Bar campaign in 2025?

The campaign runs from March 17-April 6, 2025, aiming to get bars to show NCAA Women's Basketball Tournament on 50% of their TVs.

How can fans find bars showing women's basketball games during the 2025 tournament?

Fans can use the interactive digital map available on TOGETHXR.com or check @TOGETHXR and @GETTOGETHXR Instagram accounts.

What initiatives did TOGETHXR and AFL collaborate on in their previous partnership?

They organized NCAA-WBB Sweet Sixteen Watch Parties, WNBA All-Star Weekend's Queens of the Court Party, and the Downward Duck Social Series.

What is the X Marks the Spot initiative by TOGETHXR and AFL?

It's an informational hub that highlights sports bars across the country dedicated to celebrating women's sports.