Aflac Partners with TOGETHXR to Boost Women's Sports Viewership Through 'Raise the Bar' Campaign

Aflac and TOGETHXR Team Up to Elevate Women’s Sports Viewership

Aflac, a prominent leader in supplemental health insurance in the United States, partners with TOGETHXR, a media and commerce company dedicated to promoting women’s sports, to launch the Raise the Bar campaign. This initiative aims to significantly increase the visibility of women's sports, particularly during the NCAA Women's Basketball Tournament, which runs from March 17 to April 6, 2025. By encouraging bars across the nation to showcase the tournament on at least 50% of their screens, the campaign seeks to engage fans and create a vibrant atmosphere around women's athletics.

The Raise the Bar campaign introduces an interactive digital map available at TOGETHXR.com, which identifies bars where fans can gather to watch women’s sports. This digital tool not only facilitates viewing opportunities but also fosters a sense of community among supporters of women’s athletics. The map will be promoted through social media channels, including @TOGETHXR and @GETTOGETHXR, to maximize outreach and participation. Lauren Tolila, TOGETHXR's Head of Integrated Marketing, emphasizes the partnership’s goal to create inclusive spaces for fans, reflecting a shared commitment to celebrating women's sports.

The collaboration between Aflac and TOGETHXR builds on previous successful events aimed at raising awareness and appreciation for female athletes. Past initiatives, such as the NCAA-WBB Sweet Sixteen Watch Parties and the WNBA All-Star Weekend’s Queens of the Court Party, have proven effective in fostering a community of fans dedicated to supporting women in sports. Garth Knutson, Aflac's Senior Vice President and Chief Marketing Officer, reaffirms the impact of these efforts, highlighting the importance of creating opportunities for fans to come together and cheer for women's college basketball. The Raise the Bar campaign is a strategic effort to enhance the profile of women's sports during a crucial season, showcasing Aflac's commitment to social responsibility and community engagement.

In addition to the campaign, Aflac continues to explore new avenues for community involvement, aligning its brand with initiatives that resonate with its values of inclusivity and support for underrepresented groups. This partnership with TOGETHXR not only strengthens Aflac's brand presence but also positions the company as a leader in advocating for women's sports, making significant strides towards equality and visibility in the athletic arena.

As the Raise the Bar campaign unfolds, it promises to ignite interest in women’s basketball and create lasting connections among fans and communities nationwide, ensuring that women’s sports receive the recognition they deserve.