Aflac Launches "Raise the Bar" Campaign to Support Women's Sports and NCAA Tournament Viewership

Aflac Champions Women’s Sports Through Innovative Campaign

Aflac, a leader in supplemental health insurance, is taking significant strides to promote women’s sports through its renewed partnership with TOGETHXR, a media and commerce company dedicated to elevating women's athletics. Together, they launch the "Raise the Bar" campaign, which runs from March 17 to April 6, 2025. This initiative aims to increase viewership for the NCAA Women’s Basketball Tournament by incentivizing bars across the United States to showcase the tournament on at least 50% of their screens. This creative approach not only galvanizes support for female athletes but also fosters community engagement during a critical time in the women’s sports calendar.

A key feature of the Raise the Bar campaign is an interactive digital map available at TOGETHXR.com. This tool highlights local bars where fans can gather to watch women's sports, enhancing the viewing experience and creating a sense of camaraderie among attendees. The map is supplemented by a robust social media push through the TOGETHXR channels, ensuring that fans are informed about where they can join fellow supporters. Lauren Tolila, TOGETHXR’s Head of Integrated Marketing, emphasizes the pride both organizations feel in their collaboration, highlighting their mutual commitment to cultivating inclusive environments for fans. This initiative builds on a legacy of successful events, such as the NCAA Women's Basketball Sweet Sixteen Watch Parties and the WNBA All-Star Weekend's Queens of the Court Party, which have collectively contributed to raising the visibility of female athletes.

Aflac’s Senior Vice President and Chief Marketing Officer, Garth Knutson, shares the enthusiasm for this campaign, underscoring the importance of creating opportunities for fans to come together and rally behind women's college basketball. The Raise the Bar campaign is not merely about increasing viewership; it represents a strategic commitment to enhancing the appreciation of women's sports. As interest in women's athletics continues to grow, especially during pivotal events like the NCAA tournament, Aflac’s initiatives demonstrate a forward-thinking approach to marketing that aligns with broader societal trends regarding gender equality in sports.

In addition to the Raise the Bar campaign, Aflac remains focused on its core mission of providing supplemental health insurance, offering products that cater to the diverse needs of consumers. This partnership with TOGETHXR showcases Aflac's innovative spirit as it seeks to intertwine its brand with meaningful social causes. By supporting women’s sports, Aflac not only strengthens its community ties but also enhances its brand image as a champion of inclusivity and empowerment.